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International 
Library  of  Technology 


A  SERIES  OF  TEXTBOOKS  FOR  PERSONS  ENGAGED  IN   ENGINEER- 
ING PROFESSIONS,  TRADES,  AND  VOCATIONAL  OCCUPATIONS 
OR   FOR  THOSE  WHO  DESIRE   INFORMATION   CONCERN- 
ING THEM.       FULLY  ILLUSTRATED 


MEDIUMS 

CATALOGS.  BOOKLETS.  AND  FOLDERS 

DIRECT  ADVERTISING 

MANAGEMENT  OF  GENERAL  CAMPAIGNS 


SCRANTON 
INTERNATIONAL  TEXTBOOK   COMPANY 

102C 


Mediums:     Copyright,  1919,  by  International  Textbook  Company.     Copyright  in 

Great  Britain. 
Catalogs,  Booklets,  and  Folders,  Part   1:     Copyright,  1909,  1919,  by  International 

Textbook  Company.     Copyright  in  Great  Britain. 
Catalogs,  Booklets,  and  Folders,  Part  2:     Copyright,  1909,  191S,  by  International 

Textbook  Company.     Copyright  in  Great  Britain. 
Direct    Advertising:     Copyright,     191S,    by     International    Textbook     Company. 

Copyright  in  Great  Britain. 
Management    of    General    Campaigns,    Parts    1    and    2:     Copyright,    1909,    1916,    by 

International  Textbook  Company.     Copyright  in  Great  Britain. 
Management  of  General   Campaigns,   Part   3:     Copyright,    1916,  by   International 

Textbook  Company.     Copyright  in  Great  Britain. 


All   rights   reserved 


.    Press  of 
International  Textbook   Company 
Scranton,  Pa. 


77329 
102C 


PREFACE 


The  volumes  of  the  International  Library  of  Technology  are 
made  up  of  Instruction  Papers,  or  Sections,  comprising  the 
various  courses  of  instruction  for  students  of  the  International 
Correspondence  Schools.  The  original  manuscripts  are  pre- 
pared by  persons  thoroughly  qualified  both  technically  and  by 
experience  to  write  with  authority,  and  in  many  cases  they  are 
regularly  employed  elsewhere  in  practical  work  as  experts. 
The  manuscripts  are  then  carefully  edited  to  make  them  suit- 
able for  correspondence  instruction.  The  Instruction  Papers 
are  written  clearly  and  in  the  simplest  language  possible,  so  as 
to  make  them  readily  understood  by  all  students.  Necessary 
technical  expressions  are  clearly  explained  when  introduced. 

The  great  majority  of  our  students  wish  to  prepare  them- 
selves for  advancement  in  their  vocations  or  to  qualify  for 
more  congenial  occupations.  Usually  they  are  employed  and 
able  to  devote  only  a  few  hours  a  day  to  study.  Therefore 
every  effort  must  be  made  to  give  them  practical  and  accurate 
information  in  clear  and  concise  form  and  to  make  this  infor- 
mation include  all  of  the  essentials  but  none  of  the  non- 
essentials. To  make  the  text  clear,  illustrations  are  used 
freely.  These  illustrations  are  especially  made  by  our  own 
Illustrating  Department  in  order  to  adapt  them  fully  to  the 
requirements  of  the  text. 

In  the  table  of  contents  that  immediately  follows  are  given 
the  titles  of  the  Sections  included  in  this  volume,  and  under 
each  title  are  listed  the  main  topics  discussed.  At  the  end  of 
the  volume  will  be  found  a  complete  index,  so  that  any  subject 
treated  can  be  quickly  found. 

International  Textbook  Company 


'-tribo 


CONTENTS 


Folders 

V 


30 
32 


Mediums     .                                                          Section  Page 

Functions,  Selection,  and  Use  of  Mediums.  .    16  1 

Classification  and  Description  of  Mediums.  .16  11 

Selection  of  Mediums 16  23 

General  Tests  of  Mediums 16  27 

Procedure  in  Making  Selection 16 

Example  of  Selection  of  Medium 16 

Use  of  Mediums -.16  47 

Copy   Suitability    16  47 

Art  and  Typographical   Treatment 16  61 

Space   16  62 

Frequency  of  Insertion 16  63 

Position  16  63 

Supplemental  Uses  of  Mediums 16  73 

Contract  Relations  with  Mediums 16  81 

Catalogs,  Booklets,  and  Folders 

Circular  Matter  in  General 18  1 

Classification  of  Circular  Matter 18  2 

Planning  Printed  Advertising 18  3 

Mechanical  Details   18  6 

Size  of   Leaf 18  7 

Number  of  Pages 18  10 

Binding   18  10 

Illustrations    18  1^ 

Paper,  Typography,  and  Color  Harmony. .  .    18  19 

Covers   .' 18  28 

Inside    Pages    of    Catalogs,    Booklets,    and 


18  42 


vi  CONTENTS 

Catalogs,  Booklets,  and  Folders — 

Continued                                                    Scctio)i  Page 

Illustrations  for  Inside  Pages 18  74 

Special  Pages 18  77 

Miscellaneous  Points 18  87 

Planning,  Writing,  and  Arranging  of  Mat- 
ter    19  1 

Laying  Out  the  Job 19  10 

Folders    19  14 

Seeking  Cooperation  of  Printer 19  19 

Writing  the  Copy 19  21 

Arranging  Copy  for  the  Printer 19  41 

Correcting    Proof    and    Making    Up    Proof 

Dummy   19  43 

Direct  Advertising 

Purpose  and  Methods  of  Direct  Advertising  20  1 

Means  of  Direct  Advertising 20  4 

Form  Letters  and  Follow-Up  Systems 20  4 

Blotters    20  11 

Circulars    20  14 

Catalogs 20  14 

Booklets 20  18 

Folders 20  20 

Mailing  Cards    20  23 

Broadsides    20  23 

Sales  Letterheads 20  25 

Envelope  Enclosures 20  25 

Novelties  20  28 

Portfolios    20  29 

Poster  Stamps   20  29 

House  Organs   20  29 

Sampling 20  30 

Direct  Advertising   as   Applied   to   Specific 

Problems  20  30 

Paving  Way  for  Salesmen 20  31 

Follow-Up  Work 20  32 

Postage  for  lM)llo\v-Up  Matter 20  32 


CONTENTS  vii 

Direct  Advertising — Continued                        Section  PiUjc 

Dealer  Work    20  34 

How  the  Wholesaler  Can  Use  Direct  Adver- 
tising      20  35 

How  the  Retailer  Can  Use  Direct  Advertis- 
ing      20  36 

How  Ranks  Can  Use  Direct  Advertising.  . .   20  37 

Mechanical  Details  of  Direct  Advertising.  .  .   20  39 

Postal  Information   20  46 

Typical  Campaigns   20  51 

Management  of  General  Campaigns 

Introduction    21  1 

Planning  Selling  Campaigns 21  2 

The  General  Advertising  Campaign 21  11 

Distribution 21  13 

The  Name  and  the  Package 21  22 

Trade-Marks    21  26 

Beginning  the  Advertising  Campaign 22  1 

The  Advertising  Appropriation 22  3 

Trade  Chartnels  and  Conditions 22  6 

Prices 22  9 

Methods  of  Advertising 22  11 

Linking  the  Advertising  with  the  Sellers.  .  .   22  15 

Selecting  Advertising  Mediums 22  22 

'Miscellaneous  Advertising  Matters 22  26 

Typical  Campaigns   22  35 

Producer  to  Consumer  Campaign 22  36 

Campaign  to  Introduce  a  New  Clock 22  44 

Scott  Paper  Company  Campaign 22  51 

Harnessing  Dynamite  to  the  Plow 22  58 

Colgate    Campaign    to    Establish    American 

Quality 22  76 

International  Silver  Company  Campaign  to 

Cultivate  the  Public 22  85 

Imperial  Coffee  Campaign 22  94 


MEDIUMS 


I  rX(  TIOXS,    SELECTION,    AND    USE    OF 
3IEI)IU3IS 


WHAT  A  MEDIUM   IS   AND  DOES 


DEFINITION 

1.  The  term  medium  as  used  in  connection  with  adver- 
tising means  any  carrier  which  conveys  an  advertising  message 
to  any  one  involved  in  the  distribution,  purchase,  or  use  of  the 
commodity  advertised. 

No  matter  how  strong  the  message  may  be,  the  right  results 
cannot  be  obtained  unless  that  message  reaches  the  right  people 
and  reaches  them  in  the  most  effective  way. 

Frequently  the  selection  of  mediums  is  the  most  important, 
and  the  hardest,  thing  an  advertiser  has  to  decide.  Even  the 
strongest  message  is  wasted  if  the  wrong  mediums  are  used  to 
carry  it,  while,  on  the  other  hand,  even  a  mediocre  message 
has  some  value  if  placed  in  the  proper  medium.  The  effective- 
ness of  every  advertising  message  depends  to  a  greater  or  less 
degree  upon  its  appropriateness  to  the  medium  that  carries  it. 
In  every  case,  the  medium  either  adds  something  to,  or  detracts 
something  from,  the  strength  of  the  advertising. 

There  is  no  one  best  advertising  medium — no  one  best  kind 
of  medium.  Value,  as  applied  to  mediums,  is  always  relative. 
A  very  valuable  medium  for  one  advertiser  may  be  worthless 
for  another. 

COPYRiCHTEO     OV     INTERNATIONAL     TEXTE.;)OK     COMPANY  ALL     RIGHTS     RESEHVKD 

1  L  T  li,2C— 2 


2  MEDIUMS  §  IG 

The  best  medium  for  any  given  advertiser  is  always  the  one 
that  enables  him  to  tell  his  story  to  the  greatest  number  of  those 
people  who  should  know  it.  in  the  most  emphatic  and  impres- 
sive manner,  and  without  costing  too  much. 


KS.SK.\TIALS    THAT    A     MKDIl  n    SHOl XD    I'OSSESS 

2.  'i'here  are  three  things  which  every  medium  must  have 
in  some  degree.  They  arc  known  as,  first,  attcnt'on  value; 
second,  reader  interest ;  and  third,  reader  confidence.  Usually, 
the  medium's  value  is  chiefly  dependent  upon  the  measure  in 
wliich  it  possesses  these  three  requisites. 

3.  Attention  Value. — No  medium  can  have  merit  unless 
the  advertisements  it  carries  are  sure  at  least  to  be  seen  by  most 
of  those  who  comprise  its  audience.  The  mediinn  must  pro- 
vide the  right  eyes  to  read  the  advertisements  it  carries.  And 
the  more  carefully  and  attentively  the  readers  examine  the 
medium,  the  greater  its  value  to  the  advertiser,  all  other  things 
being  equal.  The  attention  value  of  a  medium  is  measured  by 
the  probability  of  its  advertisements  being  seen ;  and  the  char- 
acter and  subject  of  the  particular  advertisement  influence  this 
probability  to  a  varying  degree  in  each  medium. 

Attention  value  is  measured  in  three  ways :  (1)  by  the  degree 
of  probability  that  the  advertisements  will  be  seen  at  all ;  (2)  by 
the  proportion  of  the  medium's  readers  that  will  actually  look 
at  the  advertisements;  (3)  by  the  degree  of  attention  and 
thought  they  are  likely  to  give  to  the  advertisements  when  they 
read  them. 

To  illustrate  :  The  attention  value  of  a  street-car  card  is  rela- 
tively high,  ( 1 )  because  the  card  is  almost  sure  to  be  glanced  at, 
at  least;  (2)  because,  of  the  medium's  entire  audience,  about 
one-half — those  passengers  sitting  opposite — usually  see  the 
card;  and  (3)  because  those  sitting  opposite  the  card  have 
l)lenty  of  time  to  study  it  carefully  and,  what  is  ol  e((ual 
importance,  to  tliink  about  it. 

On  the  other  hand,  the  attention  value  of  a  newspaper  class'- 
lled  advertisement   is   relatively   low,    (1)    because  the  chance 


§i()  mi-:l)1ums  3 

that  the  advertisement  will  he  seen  at  all  is  very  small ; 
(2)  because  a  comparatively  small  percentage  of  the  whole 
number  of  readers  of  the  newspaper  ever  see  the  advertise- 
ment; and  (3)  because  the  individual  classified  advertisements 
get  little  more  than  a  fleeting  glance,  except  from  the  com- 
paratively few  who  search  them  out. 

And  still  another  illustration:  A  number  of  magazines 
have  in  recent  years  changed  their  size  and  form  from  tlie  old 
standard,  or  book,  size,  in  which  usually  all  the  advertisements 
were  segregated  in  the  front  and  back  advertising  sections,  to 
the  newer  flat  size,  with  pages  nearly  twice  as  large,  and  so 
made  up  that  at  least  one  column  of  every  two  pages,  right 
through  from  cover  to  cover,  is  devoted  to  reading  matter. 
This  change  did  away  entirely  with  the  solid  advertising  sec- 
tions, and  automatically  provided  for  opposite  to,  or  next  to, 
reading  matter  position  for  each  advertisement  carried.  One 
of  the  chief  reasons  for  this  change  was  the  realization  by  the 
publishers  that  the  attention  value  of  the  old  segregated  adver- 
tising sections  was  not  what  it  should  be,  and  that  the  larger 
fiat  form  very  much  increased  the  attention  value  of  these 
magazines  as  advertising  mediums. 

4.  Reader  Interest. — The  general  term  reader  interest 
is  used  to  indicate  the  hold  that  a  medium  has  on  the  audience 
it  reaches — in  other  words,  the  eagerness  and  enthusiasm  of 
that  audience  for  the  medium.  It  is  the  measure  of  their 
spontaneous  desire  for  it  and  of  their  genuine  interest  in  it  as  a 
whole — not  their  absorption  in  some  particular  story  in  it,  or  in 
some  other  special  feature  it  presents. 

One  of  the  surest  ways  of  testing  reader  interest  would  be 
to  get  absolutely  truthful  answers  from  a  representative  part  of 
the  audience  of  the  medium  to  some  such  queries  as,  "How 

much  would  you  miss (the  medium)  if  you  no  longer 

saw  it?"  or,  "How  easily  and  willingly  could  you  get  along 
without  it?"  or,  "Is  it  indispensable? — if  so,  why?" 

Finally,  reader  interest  depends  chiefly  upon  the  kind  and 
quality  of  the  editorial  matter  that  the  publication  offers  its 
readers.     When  all  is  said  and  done,  the  editor  is  really  the 


4  MEDIUMS  §10 

truest  standard  of  measurement  of  the  medium's  value.  lie 
it  is  who  creates  and  holds  reader  interest.  He  it  is  who 
endows  the  advertising^  pai^^es  with  whatever  power  they  pos- 
sess. If  he  thorouglilr  understands  his  business,  then  he 
knows  both  what  his  reading  public  wants  and  also  how  to 
get  it  for  them. 

If  he  does  not  know  his  business,  or  if  he  fails  to  keep  in 
close  touch  with  the  thoughts,  likes,  and  dislikes  of  his  readers, 
then  reader  interest  inevitably  falls  ofT,  and  the  medium's  value 
to  advertisers  declines  proportionately. 

The  greater  the  reader  interest  a  medium  enjoys,  the  greater 
its  value  to  most  advertisers,  other  things  being  ecpial. 

It  usually  happens  that  mediums  possessing  high  attention 
value  are  weak  in  reader  interest,  and  while  those  having  less 
attention  value  often  offer  more  than  average  reader  interest. 
For  instance,  the  attention  value  of  many  trade  papers  is  low, 
while  their  reader  interest  is  unusually  high.  On  the  other 
hand,  electrical  advertising  signs  possess  enormous  attention 
value,  and  little,  if  any,  reader  interest. 

5.  Reader  Confidence. — The  third — and,  unfortunately, 
usually  the  most  rarely  found — essential  of  an  advertising 
medium  is  reader  eonfidence.  This  is  different  from  reader 
interest,  in  that  it  goes  one  step  further,  and  introduces  the 
element  of  trust.  Many  mediums  possess  reader  interest  in 
large  measure,  without  enjoying  the  confidence  of  their  audi- 
ence to  any  appreciable  extent.  Certain  newspapers,  for 
instance,  present  their  news  in  a  highly  sensational  manner,  in 
order  to  increase  reader  interest.  This  ])ractice  in  the  long  run 
invariably  decreases  the  conlidence  of  their  readers,  who  soon 
adopt  an  attitude  of  more  or  less  instinctive  and  habitual  skep- 
ticism with  regard  to  the  reliability  and  good 'faith  of  much 
that  they  see  in  that  medium. 

On  the  other  hand,  other  newspapers  and  magazines  have 
done  a  great  deal  to  foster  their  readers'  confidence,  by  care- 
ful, conservative,  consistent,  editorial  policies;  by  judicious 
censoring  of  their  advertising  sections  in  order  to  protect  their 
readers  from  all  false,  misleading,  or  exaggerated  statements, 


K  k;  MlilJlUAlS  5 

o 

and  their  reputable  advertisers  from  all  unwholesome  com- 
pany ;  and  by  guaranteeing  to  their  readers  the  good  faith  and 
utter  reliability  of  all  of  their  advertisers.  This,  of  course, 
includes  declining  to  accept  the  advertisements  of  any  whom 
they  are  unable  so  to  guarantee. 

In  the  case  of  most  advertising  mediums,  reader  confidence 
is  the  important  essential.  That  this  is  true  is  not  so  generally 
understood  as  it  should  be.  It  is  the  most  important  because 
confidence  in  the  medium  itself  almost  invariably  automatically 
creates  similar  confidence  in  the  advertisements  in  the  medium. 
If  the  audience  believes  thoroughly  in  the  medium,  it  is  from 
the  very  outset  a  bit  prejudiced  in  favor  of  the  advertisers  in 
it,  rather  than  against  them. 

A  firm  belief  on  the  readers'  part  that  everything  seen  in 
a  given  medium  is  trustworthy  is  the  most  favorable  attitude 
of  mind  an  advertiser  can  possibly  desire.  It  means  that 
his  advertising  message  will  be  taken  at  its  par  value.  It 
means  entire  absence  of  that  suspicious  frame  of  mind  which 
says  or  -thinks,  "Oh,  it's  only  an  advertisement !"  It  means 
an  open-mindedness  and  a.  willingness  to  be  shown,  which 
o-o  a  long  way  toward  making  the  advertising  achieve  its 
fullest  purpose. 

The  medium,  so  to  speak,  introduces  the  advertiser  to  the 
audience,  and,  by  so  doing,  stands  sponsor  for  him.  The  adver- 
tiser and  his  message  are  accepted  by  the  audience  on  the 
strength  of  the  medium's  indorsement  and  receive  a  welcome 
in  exact  proportion  to  the  regard  of  that  audience  for  that 
medium.  If  the  medium  is  believed  in  and  trusted,  the  adver- 
tiser and  his  message  receive  as  cordial  a  welcome  as  does  the 
medium  itself.  If,  however,  the  audience  has  little  or  no  con- 
fidence in  the  medium,  then  the  advertiser  introduced  by  it  is 
under  a  corresponding  disadvantage,  and  must  operate  from 
the  start  under  the  handicap  of  more  or  less  suspicion. 

There  are  some  mediums  that  rank  high  in  reader  confidence, 
although  they  possess  very  little,  and  sometimes  not  any, 
reader  interest.  This  is  usually  true  of  directories,  for 
example.  In  their  case,  however,  the  confidence  does  not 
necessarily  extend  to  the  advertising  carried,  because  direc- 


6  MEDIUMS  §16 

tories  are  known  usually  to  accept  almost  any  kind  of  adver- 
tisement. 

G.  Very  few  advertising  mediums  combine,  in  any  large 
measure,  all  three  essentials  of  attention  value,  reader  interest, 
and  reader  confidence.  The  degree  in  which  each  of  these 
three  factors  is  possessed  by  a  given  medium  determines  largely 
its  relative  value  for  different  types  of  advertisers.  Fortu- 
nately, not  many  types  of  advertising  messages  require  the  same 
combination  of  these  three  elements.  In  fact,  a  rather  wide 
range  of  combinations  is  demanded.  A  retail  merchant  seeks 
chiefly  attention  value.  A  high-grade  mail-order  advertiser 
usually  requires  more  reader  confidence  than  anything  else — 
the  indorsement  of  the  medium  to  him  means  a  great  deal.  A 
cheap  mail-order  advertiser,  on  the  other  hand,  is  looking  for 
attention  value,  as  is  also  the  promoter  of  any  novelty.  An 
advertiser  whose  task  it  is  to  introduce  a  new  and  improved 
method,  or  a  superior  article  to  replace  one  in  common  use,  or 
whose  success  depends  upon  his  ability  to  induce  people  to  do, 
or  to  use,  something  in  preference  to  whatever  they  have  been 
accustomed  to  doing  or  to  using,  needs  all  the  reader  interest 
and  reader  confidence  of  which  he  can  avail  himself.  His 
message  requires  careful,  serious  reading,  no  matter  how  long 
it  takes,  and  also — and  of  even  greater  importance — it  requires 
the  greatest  possible  support  and  indorsement  on  the  part  of 
the  medium. 

Though  mediums  that  possess  only  two,  and  sometimes 
even  only  one,  of  the  elements  of  attention  value,  reader  inter- 
est, and  reader  confidence,  may  have  considerable  value  for 
certain  advertising,  it  is  true  that  the  more  fully  a  medium  com- 
bines these  essentials  the  higher  the  advertising  rates  that  it 
can  justifiably  command.  The  fact  that  they  offer  advertisers 
so  much  of  each  of  the  three  essentials  is  the  chief  reason  why 
certain  magazines  for  women  earn  consistently,  year  after 
year,  advertising  revenues  which,  in  comparison  with  average 
magazine  earnings,  are  enormous. 

"J'ime  was  when  all  advertising  was  nothing  more  than 
intrusion.    Nowadays,  the  less  intrusive  it  is,  the  more  success- 


§  ir>  MEDIUMS  7 

fill  it  is  in  most  cases.  And  the  more  attention  value,  reader 
interest,  and  reader  confidence  a  medium  has,  particularly  the 
latter  two,  the  less  intrusiveness  the  advertisements  it  carries 
have. 


FINCTIOIVS— WHAT    A    MRDILM    SHOULD    DO 

7.  A  medium  should  do  three  things ;  and  the  hetter  it  does 
them,  the  more  valuable  it  is.  It  should,  first,  concentrate  upon 
the  desired  market ;  second,  involve  a  minimum  of  waste ; 
and  third,  it  should  produce  results  in  reasonable  proportion 
to  its  costs. 

8.  Concentration. — Since  not  all  advertisers  aim  to 
reach  the  same  market,  the  performance  of  the  medium  in  rela- 
tion to  concentration  is  not  measurable  by  any  rule  that  can  be 
universally  applied,  but  may  rather  be  judged  only  in  relation 
to  individual  Cases  and  requirements.  In  other  words,  the 
more  nearly  its  audience  coincides  with  the  particular  market 
that  any  given  advertiser  desires  to  reach,  the  better  medium  it 
is  for  that  advertiser. 

An  advertiser's  market  may  be  limited :  ( 1 )  To  a  certain 
geographical  or  territorial  division;  (2)  to  a  stratum  or  layer, 
or  class,  of  society;  or  (3)  to  one  sex  only.  These  limiting 
factors  might  be  considered  to  be  the  three  dimensions  of  the 
market. 

9.  The  territorial  dimensions  of  the  advertiser's  market 
are  controlled  more  by  the  nature  of  his  business  and  the 
amount  of  competition  he  must  face  than  by  the  breadth  and 
universality  of  appeal  of  the  commodity  advertised.  The 
average  retail  merchant,  for  instance,  such  as  the  jeweler,  the 
shoe  dealer,  or  the  department-store  owner  or  manager,  adver- 
tises profitably  to  such  people  only  as  are  located  within  rea- 
sonable shopping  distance  of  his  place  of  business.  If  his  busi- 
ness is  chiefly  in  continually  rebought  merchandise,  and  the 
competition  in  his  line  is  severe,  his  market  is  usually  confined 
largely  to  those  people  who  live  nearer  to  his  store  than  to  those 
of  his  competitors.  The  typical  neighborhood  drug  store  or 
corner  grocery  is  an  illustration. 


S  MEDIUMS  §16 

On  the  other  hand,  if  the  advertiser  be  a  manufacturer  of 
a  staple  article  of  universal  consumption,  such,  for  example, 
as  soap,  coffee,  or  hosiery,  then  the  only  geographical  limits 
to  his  market  are  those  imposed  by  competitors,  who  may 
already  control  certain  territories — usually  those  included 
within  a  certain  radius  of  their  factories  or  places  of  busi- 
ness— and  by  the  increasing  costs  and  dif^culty  of  doing 
business  farther  and  farther  away  from  home.  A  mail-order 
advertiser  has  practically  no  geographical  limitations,  except 
those  of  transportation  costs  and  of  time  required  for  trans- 
acting business. 

10.  When  limitation  (2) — class  of  society — determines 
the  extent  of  the  market,  its  normal  boundaries  will  be  created 
by  some  such  considerations  as  the  first  cost,  maintenance  cost, 
appearance,  pride  of  ownership,  and  utility  or  service  of 
the  article  itself,  and  the  breadth,  intensity,  and  stage  of 
development  of  the  demand  for  it.  A  grand  piano  obviously 
will  appeal  to  a  much  thinner  stratum  of  society  than  a 
two-hundred-dollar  phonograph,  while  this  phonograph,  in 
turn,  will  appeal  to  only  the  topmost  stratum  as  compared 
with  a  fifteen-dollar  machine.  And  it  is  not  so  many  years 
ago  that  there  was  practically  no  demand  at  all  for  the  more 
expensive  phonograph ;  since  then,  the  further  development 
of  the  demand  for  phonographs  has  very  greatly  extended 
the  boundaries  of  the  market  for  them.  Similarly,  superfine 
bonbons,  in  imported  art  boxes,  at  a  dollar  and  a  half,  two, 
or  five  dollars  the  pound,  will  appeal  only  to  a  very  thin 
veneer  of  so-called  "exclusive"  society,  while  good  wholesome 
candy  at  forty  or  fifty  cents  the  pound  will  be  bought  gladly 
by  most  of  the  upper  and  middle-class  people ;  and  chewing 
gum,  at  a  penny  a  stick,  is  popular  with  everybody,  high  and 
low,  rich  and  poor. 

11.  Whether  limitation  (3) — sex — will  influence  the  extent 
of  an  advertiser's  market  depends  on  the  commodity  or  service 
advertised.  It  is  essential,  however,  in  this  connection  to  dis- 
criminate between  the  primary  and  the  secondary  markets. 


§J(i  MKUIUMS  9 

It  is  not  well  enough  understood  that  the  market  which  must 
be  reached  by  the  advertising  comprises,  primarily,  the  pur- 
chasers of  the  goods  advertised.  The  actual  users  of  the  goods, 
in  cases  where  they  are  not  themselves  the  purchasers,  are  of 
only  secondary  importance  as  a  factor  in  the  market.  Conse- 
quently the  primary  market  for  food  products,  for  instance, 
consists  almo'st  entirely  of  women,  because  they  buy  practically 
all  of  the  food,  although  they  actually  consume  less  of  it  than 
do  the  men.  Here  the  men  constitute  the  secondary  market, 
but  in  this  case  the  secondary  market  is  important. 

When  it  comes  to  automobiles  the  conditions  are  exactly 
reversed,  the  men  forming  the  primary  market,  and  the  women 
the  secondary.  Sometimes  both  markets  are  of  equal  impor- 
tance. In  such  cases,  however,  they  usually  respond  most 
readily  to  well-dilTerentiated  types  of  appeal. 

It  is  very  rare  that  an  advertising  medium  is  able  to  offer  to 
an  advertiser  an  audience  that  coincides  closely  with  his  whole 
market  as  determined  by  the  limiting  factors,  territorial 
requirements,  class  of  society,  and  sex.  Territorial  considera- 
tions often  eliminate  from  consideration  all  except  strictly  local 
mediums,  and  usually  none  of  these  can  offer  an  audience  that, 
as  to  strata  and  sex,  even  approximates  the  requirements  of  a 
prospective  advertiser's  market.  It  is  desirable  that  the  audi- 
ence should  coincide  with  the  market;  therefore,  in  practice, 
the  nearer  the  audience  comes  to  so  coinciding,  the  more  valu- 
able to  the  advertiser  is  the  medium  through  which  the 
audience  is  reached. 

12.  Avoidance  of  Waste. — Because  no  medium  ever 
presents  to  an  advertiser  an  audience  that  is  one  hundred  per 
cent,  perfect  for  that  advertiser's  message,  a  certain  degree  of 
waste  nmst  always  be  taken  for  granted. 

All  other  things  being  equal,  that  medium  best  performs  its 
proper  functions  which  offers  the  least  percentage  of  waste  to 
each  of  the  greatest  number  of  prospective  advertisers.  And 
that  medium  is  best  for  a  given  advertiser  which  obliges  him  to 
buv,  along  with  the  valuable  i)art  of  its  audience,  the  smallest 
possible  part  which  to  him  represents  waste. 


10  MEDIUMS  §  16 

Strictly  speaking,  it  cannot  be  surely  said  that  any  circulation 
or  distribution  of  an  intelligently  prepared  advertising  message 
is  absolutely  of  no  effect,  even  though  it  be  outside  the  bound- 
aries of  the  advertiser's  natural  market. 

Like  bread  cast  upon  the  waters,  practically  all  advertising 
ultimately  comes  back,  oftentimes  in  some  obscure,  indirect 
way,  and  not  infrequently  without  the  advertiser  in  the  least 
realizing  it.  Except  in  cases  where  the  advertising  is  harmful, 
the  return  takes  the  form  of  obstacles  removed  and  resistance 
reduced. 

The  point  is  that  while  no  good  advertising  is  really  lost, 
some  advertising  is  of  far  greater  and  more  quickly  returned 
value  than  is  other  advertising.  The  wise  advertiser  places  his 
advertising  in  those  mediums  which  offer  to  him  the  greatest 
percentage  of  certainty  and  immediately  valuable  circulation 
with  the  least  percentage  of  circulation  whose  value  for  him  is 
undetermined  and  questionable,  or,  at  best,  slow-acting — in 
other  words,  the  minimum  of  what  is,  relatively  speaking, 
waste. 

13.     Production     of     Satisfactory     Results.  —  It    is 

obvious  that  a  medium  must  do  its  work  at  a  reasonable  cost 
to  the  advertiser ;  otherwise,  he  cannot  afford  to  use  it. 

There  is  no  fixed  standard  by  which  to  determine  what  in  all 
cases  would  be  a  satisfactory  ratio  of  returns  or  results  to  the 
cost  of  advertising  in  a  given  medium.  The  cost  that  one 
advertiser  can  afford  to  pay  for  a  certain  amount  of  returns 
may  be  entirely  prohibitive  for  another  advertiser  whose  cost 
of  doing  business  is  higher  or  whose  margin  of  profit  is  less. 

For  example,  each  of  two  advertisers  might  invest  $500  in 
advertising  and,  as  a  result,  each  might  sell  goods  to  the  amount 
of  $2,000.  If  one  man's  cost  of  goods  and  expense  of  handling 
them  were  $1,000  besides  the  cost  of  advertising,  his  profit 
would  be  $500.  If  the  other  man's  expense  and  costs  amounted 
to  $1,500,  he  would  have  no  profit  after  paying  for  his  adver- 
tising. 

Each  advertiser,  therefore,  nuist  decide  for  himself  what 
amount  of  returns  or  results  he  nuist  get  from  his  advertising 


§  16  MEDIUMS  11 

cxpenditl^re  in  order  to  make  it  profitable;  that  is,  the  ratio 
between  advertising  expenditure  and  results.  Then  he  must 
decide,  as  best  he  may,  what  mediums  can  give  him  such  results 
or  better. 

Experience  may  show  that  certain  mediums  give  results 
much  better  than  the  necessary  minimum.  In  such  cases,  if  the 
advertising  appropriation  is  limited,  it  would  be  good  business 
policy  to  drop  some  of  those  that  showed  results  only  slightly 
above  the  necessary  minimum  and  to  concentrate  expenditures 
on  the  better  paying  ones.  On  the  other  hand,  if  the  number 
of  mediums  were  limited,  it  might  be  advisable  to  use  all  that 
showed  results  above  the  minimum  in  order  to  produce  a 
desired  total  amount  of  business. 

Of  course,  the  accurate  checking  up  of  the  results  obtained 
by  any  medium  is  at  best  a  difficult  undertaking.  Often  it  is 
wholly  impossible,  as,  for  example,  in  the  case  of  general-pub- 
licity advertising.  Under  such  conditions  the  results  can  only 
be  measured  indirectly.  This  is  best  done  by  taking  account  of 
the  degree  to  which  the  medium  possesses  the  three  essentials, 
of  attention  value,  reader  interest,  and  reader  confidence,  and 
the  degree  in  which  it  performs  the  other  two  functions,  of 
concentrating  on  the  desired  market  and  of  minimizing  waste. 
Erom  these  data  it  should  then  be  possible  to  estimate  whether 
the  advertising  value  of  a  medium  is  equal  to  the  cost  of 
using  it. 

CLASSIFICATION  AND  DESCRIPTION  OF 
MEDIUMS 
14.  The  Variou.s  Kinds  of  Mediums. — There  are 
almost  as  many  different  kinds  of  advertising  mediums  as 
there  are  different  kinds  of  people  in  the  world.  Comparatively 
few  of  this  great  number^of  mediums  have  much  commercial 
importance.  Circulation  statements  giving  the  circulation  by 
states  may  be  had  for  w^eekly  and  regular  standard  monthly 
publications,  also  for  women's,  agricultural,  trade,  professional, 
and  technical  publications.  These  statements  are  similar  in 
form  to  the  one  shown  in  Eig.  1,  which  is  that  of  s  very  large 
national  weekly. 


12 


.MI-.DIUMS 


K) 


lable  1  shows  the  distribution,  according  to  strata  of  popula- 
tion, of  four  leading  national  weeklies. 

The  better  class  of  publications  belong  to  what  is  called  the 
Audit  Bureau  of  Circulation,  and  furnish  audited  statements 

Circulation  Statement  of  a  Leading 
National  Weekly 


Average  Circulation  for  six-months'  period      1901013 


Mail  Subscribers  (Individual) 
Net  Sales  through  Newsdealers 


TOTAL  NET  PAID 

Term  Subscriptions  m  Bulk 

Single  Issue  Sales  in  Bulk 

TOTAL  NET  PAID  INCLUD  G  BULK 

Correspondents    . 

Advertisers 


656 
1236 


1892 
1893 


440 
187 


627 

46 

378 

051 

539 


BROUGHT  FORWARD 

Advertising  Agency 

Exchanges  and  Complimentary. 

Samples 

Canvassers 

Employees 

File  Copies    .        


TOTAL  DISTRIBUTION 


590 
632 
168 

350 
703 
570 


Net  paid  clrculati 

Dn  by  states 

STATE                       MAIL  SUBSCRIBERS          NEWSDEALERS                          STATE                       MAIL  SUBSCRIBERS          NEWSDEALERS     | 

Maine 

New  Hampshire    .    . 

Vermont 

Massachusetts  .    .    . 
Rhode  Island     .     .    . 
Connecticut.     .     .     . 

5 
2 
3 

23 
3 
9 

460 
835 
070 
534 
425 
007 

8 
4 
3 

54 

7 

20 

240 
453 
243 
621 
576 
429 

Indiana.    .    .    . 
Illinois  .... 
Michigan  .    ..  . 
Wisconsin     .    . 
Minnesota     .    . 
Iowa      .... 
Missouri    .    .    . 
I^lorth  Dakota  . 
South  Dakota  . 
Nebi-aska  .    .    . 
Kansas.     .     .     . 

15 
37 
27 
17 
16 
20 
16 
7 
5 
11 
10 

877 
678 
365 
265 
438 
603 
575 
399 
896 
307 
615 

34 
94 
49 
20 
30 
29 
36 
5 
6 
15 
19 

683 
526 
918 
997 
718 
895 
462 
773 
525 
928 
759 

NEW  ENG.  STATES 

47 

331 

98 

567 

New  York     .... 
New  Jersey  .... 

Pennsylvania      .    .     . 

60 

16 

47 

1 

6 

4 

752 
392 
084 
403 
612 
428 

139 

35 
91 
1 
14 
14 

835 
522 
307 
993 
079 
987 

Maryland 

MIDDLE  STATES 

228 

675 

421 

702 

Dist.  of  Columbia.    . 

Montana  .    .     . 
Wyoming.     .    . 
Colorado  .    .    . 
New  Mexico 
Arizona     .    .    . 
Utah     .... 
Nevada     .    .    . 
Idaho    .... 
Washington 
Oregon      .     .     . 
California 
WEST.  STATES 
Unclassified  ,     . 

10 
2 

10 

3 

1 
4 

IS 
9 

35 

165 
485 

520 
777 
Oil 
536 
004 
444 
144 
582 
584 

12 

2 

17 

4 

6 

7 

2 

6 

32 

14 

95 

432 

299 
070 
843 
921 
727 
481 
498 
067 
547 
695 

EAST.  STATES  .    . 

136 

673 

297 

723 

V"g.n.a 

North  Carolina.    .    . 
South  Carolina.    .    . 
Georgia     .    ,    .     .    - 
Florida 

9 
6 
4 
7 
4 

760 
910 
807 
777 
997 

16 

10 

9 

18 

.    13 

715 
574 
004 
240 

SO.  E.  STATES  .    . 

34 

251 

67 

815 

Kentucky 

West  Virginia   .    .    . 
Tennessee     .... 

7 
6 

5 

4 

4 

19 

7 
4 

713 
351 
014 
113 
386 
071 
403 
320 
703 

10 

9 

13 

13 

7 

10 

46 

20 

9 

544 
528 
021 

163 
905 
594 
697 

209 

97 

258 

202 

580 

Mississippi     .... 

Louisiana 

UNITED  STATES 
Canada      .              . 
Alaska  &  U.  S   Poss 
Foreign     ^   .    .     . 
Miscellaneous   .    . 

610 

267 

1228 

320 

Texas • 

Oklahoma     .... 
Arkansas  

28 
5 
5 

322 
721 

107 

90 

2 

14 

724 
669 
799 

So.  W.  STATES.    . 

66 

079 

.      139 

933 

Ohio 

4: 

657 

76 

518 

GRAND  TOTAL 

649 

417 

1336 

612 

of  thcii-  circulatidiis  lo  iJu-ir  subscribiTS.  Mam  advertisers  are 
nienihfrs  of  this  lUucau  and  sfiid  din'ct  to  tlie  llurcau  for  tin- 
statements. 


u 


MEDIUMS 


16 


Mediunis  may  be  grouped  into  ten  important  classifications, 
most  of  which  have  a  number  of  subdivisions.  Arranged  in 
descending  order  of  importance,  the  principal  kinds  of  adver- 
tising mediums  are  as  follows:  (The  publications  in  each 
group  are  arranged  alphabetically.) 

1.     MAGAZINES  AND  PERIODICALS 

\\'eeklies 

Rct'icw  and  Comment 
Independent 
Literary  Digest 
New  Republic 
Outlook 


General 
Collier's 
Leslie's 
Saturday  Evcnin 

Humorous 
Judge 
Life 


Post 


Spccialiccd 

Christian  Herald 
Scientific  American 


Standards 

All   are   monthlies   except   as   noted.     Tlicse   include   the   large   sizes 
sometimes  called  flats. 
General 

American 


Cosmopolitan 

Everybody's 

Hearst's 

McClure's 

Metropolitan 

Sunset 

Literary 

Atlantic  Monthly 

Century 

Harper's 

National  Geographic 

Scrihner's 

Rez'icw  and  Comment 
Current  Opinion 
North  American  Review 
Review  of  Reviews 
World's  Work 

Fiction 
Ainslee's 
All  Story  (Weekly) 


Argosy   (Weekly) 

Munsey's 

Popular   (Semimonthly)' 

Red  Book 


Popularized  Science 

Electrical  Experimenter 
Illustrated  World 
Popular  Mechanics 
Popular  Science  Monthly 

Outdoor 
All  Outdoors 
Field  and  Stream 
Forest  and  Stream 
Hunter-Trader-Trapper 
National  Sportsman 
Outdoor  Life 
Outer's  Book 
Outing 

Motion  Pictures 

Motion  Picture  Clas.ic 
Motion   Picture  Magazine 
Photoplay 


§  IG  MEDIUMS  15 

Womkn's  Publications 
All  are  monthlies,  except  as  noted. 

General  Farmer's  Wife 

Delineator  Holland's  Magazine 

Designer  Home  Life 

Good  Housekeeping  People's  Home  Journal 

Ladies'  Home  Journal  People's  Popular  Monthly 

McCall's  Southern  Woman's  Magi.zine 

Pictorial  Review  Today's  Housewife 

Woman's  Home  Companion  Woman's  World 
Woman's  Magazine                            Specialized 

Rural  Modern  Priscilla 

American  Woman  Mother's  Magazine 

Comfort  Needlecraft 

Agricultural  Publications 

There  is  a  long  list  of  agricultural  publications.  Some  are  national 
in  scope,  such  as  The  Country  Gentleman,  the  Farm  Journal,  and  Suc- 
cessful Farming.  A  number  are  sectional,  such  as  The  Progressive 
Farmer,  circulating  largely  in  the  Southern  States;  The  Farmer,  of 
St.  Paul,  Minn.,  circulating  to  a  large  degree  in  the  Northwest;  and 
Farm  &  Ranch,  circulating  in  Texas  and  the  Southwest.  The  others, 
too  many  to  list,  have  their  appeals  mainly  in  a  certain  state  or  states. 

Some  of  these  publications  are  specialized  into  divisions  such  as 
dairy  farming,  livestock  raising,  fruit  growing,  poultry  raising,  and 
power  farming.  The  larger  number  of  the  agricultural  publications  are 
weeklies,  some  are  semimonthlies,  and  a  few  are  monthlies. 

Mail-Order  Publications 
These  are  papers  carrying  a  preponderance  of  mail-order  advertising. 
All  are  monthlies  except  as  noted. 

Capper's  Weekly  (Weekly)  Hearth    and     Home     and     Good 

Chicago     Ledger     and     Saturdaj-         Stories 

Blade   (Weekly)  Home  Friend 

Grit   (Weekly)  Household 

ientlewoman  Household  Guest 

Juvenile  Publications 
All  are  monthlies  except  as  noted. 
American  Boy  St.  Nicholas 

Boys'  Life  Youth's  Companion   (Weekly) 

Boys'  Magazine 

Trade  Publications 
Practically  every  trade  or  industry  has  its  own  publication  or  publica- 
tijns.     Some    of    these    are    strong    enough    to    be    powerful    national 


IG 


MKDIUMS 


§10 


influences;  otiiers  are  liDpelcssly  weak.     Each  of  the   following  trades 
supports  several  good  trade  papers : 

Advertising 

Agents 

Agricultural  Implements 

Architecture  and  Uuilding 

Auctioneers 

Automobiles,  Gas  Engines,  etc. 

Awnings,  Siiades,  Tents,  etc. 

Baking 

Barbers  and  Hairdressers 

Barrels,  Boxes,  and  Packages 

Blacksmiths  and  Horseshoers 

Books,  Book  Trade,  and  Writers 

Bottling 

Brick,  Tile,  etc. 

Jjuilding  Management 

Butchers  and  Meat  Packers 

Carriages  and  Harnc-ss 

Cement  and  Concrete 

Cleaning  and  Dyeing 

Clothing  and  Furnishing  Goods 

Coal,  Coke,  etc. 

Confectionery  and   Ice   Cream 

Contracting,   Excavating,   etc. 

Cotton 

Drug,  Oil,  Paint,  etc. 

Dry  Goods 

Electrical 

Export  Trade 

Express 

Fertilizer 

Financial  and  Banking 

Fisheries  and  Fish  Culture 

Five-  and  Ten-Cent  Goods 

Florist  and  Floriculture 

Forestry  and  Irrigation 

Fruit  and  Produce  Trade 

Furniture,  Upholstery,  and  Car- 
pets 

Fur  Trade,  Trapping,  etc. 

Grocery,  General  Merchandise, 
etc. 

Handle  Trade 

Hardware 


Hay  and  Feed 

Hotel,  Restaurant,  etc. 

House  F'urnishing  Goods 

Ice  and  Refrigeration 

India  Rubber  Trade 

Insurance 

Jewelry,  Watchmaking,  Optical, 
etc. 

Journalistic 

Laundry 

Liquor  and  Anti-Prohibition 

Lumber  and  Woodworking 

Mail-Order  Trade 

Meclnanical   and    Engineering 

Metal  Trades 

Milk  and  Milk  Products 

Millinery 

Milling,  Flour,  Grain,  etc. 

Mining 

Musical  and  Music  Trade 

Newsdealers 

Notions  and  Fancy  Goods 

Painting  and  Decorating 

Paper 

Patents  and  Trade  Marks 

Petroleum  and  Natural  Gas 

Plumbing,  Heating,  Ventilating, 
etc. 

Pottery  and  Glass 

Printing  and  Typographic 

Railroad 

Real  Estate 

Seed  and  Nursery  Trade 

Sheet-Metal  Working 

Shipping,  Marine,  and  •  Water- 
ways 

Shoe  and  Leather 

Soap  and  Perfumery 

Soda  hountain 

Stationery  and   Office  Equipment 

Stone,  Monuments,  etc. 

Sugar  and  Sugar  Beet 

Talking   Machine  Trade 


§X<5 


MEDIUMS 


17 


Textile  Fabrics 

Threshing   Trade 

Tobacco 

Toys  and  Novelties 

Trunks,  Leather  Goods,  etc. 


Undertakers 

Water  and  Gas  Supply 

Window  Dressing 

Wool  Growers  and  Dealers 

Miscellaneous 


Professional  and  Technical  Publications 

The  professional  and  technical  publications  in  many  cases  represent 
a  high  order  of  editorial  and  publishing  excellence.  They  are  read 
more  carefully  than  most  of  the  trade  publications,  and  frequently 
wield  great  influence.  The  more  important  professions  and  technical 
interests  served  by  such  publications  include  the  following : 


Architecture  and  Building 

Automobile,  Gas  Engines,  etc. 

Books,  Book  Trade,  and  Writers 

Business  and  Office  Methods 

Contracting,   Excavating,   etc. 

Dental 

Dramatic  and  Theatrical 

Educational 

Electrical 


Fashion 

Landscape  Gardening 

Legal 

Mechanical  and  Engineering 

Medical 

Metal  Trades 

Nursing,  Hospitals,  etc. 

Scientific 

Veterinary 


Class  and  Class-Interest  Publications 
All  are  monthlies  except  as  noted. 
Association  Men 


Country  Life 
Garden  Magazine 
Harper's  Bazar 
House   Beautiful 
House  and  Gard=en 
Nation's  Business 
Normal       Instructor 

Plans 
Physical  Culture 


Primary 


Red  Cross  Magazine 

Rider  and  Driver  (Fortnightly) 

Spur    (Semimonthly) 

System 

Theater 

Town  and  Country  (Three  times 

a  month) 
Travel 
Vanity  Fair 
\'ogue  (Semimonthly) 


The  foregoing  are  some  of  the  leading  class  publications.  In  addi- 
tion to  them  is  a  very  long  list  of  periodicals  devoted  to  some  one  class 
interest  or  another.  It  is  obvious  that  the  appeal  of  such  publications 
must  necessarily  be  rather  confined  and  their  influence  correspondingly 
narrowed  and  restricted.  Some  of  the  more  important  special  interests 
and  classes  which  have  their  own  publications  follow : 


Aeronautic 

Agnostic,  Free  Thought,  etc. 
.■\merican  Indian 
206C— 3 


Antiquarian,    Numismatic,    Phila- 
telic, etc. 
Anti-Tuberculosis 


18 


MEDIUMS 


i^l6 


Architecture  and  Building 

Art 

Athletics  and   Physical   Culture 

Automobile,  Gas  Engines,  etc. 

Bee  Keeping 

Blind.  The 

Books — Trade  and  Writers 

Boy  Scouts 

Business  and  Office  Methods 

Cement  and  Concrete 

Chess  and   Checkers 

Children,  Care  of 

Civil  Service 

Collegiate 

Commercial  and  Industrial 

Commercial  Travelers 

Cooperative  Trading 

Country  Life 

Deaf,  The 

Dogs  and  Domestic  Pets 

Dramatic  acid  Theatrical 

Educational 

Fashion 

Firemen  and  Police 

Food  and  Culinary 

Good  Roads 

Historical 

Home  Management 

Horse,  The 

Hj'giene  and  Sanitation 

Labor 

Liquor    and    Anti-Prohibition 


Military  and  Xaval 

Mining 

Motor  Boating 

Moving  Pictures 

Municipal  Government 

Negro 

New  Thought 

Patents  and  Trade  Marks 

Patriotic,  Anti-Clerical,  etc. 

Patriotic  Societies 

Philanthropic  and  Humane 

Photographic 

Phrenological 

Postal 

Printing  and    Typographic 

Prohibition  and  Temperance 

Psychological 

Railroad 

Railroad  Guides,  etc. 

Real  Estate 

Safety 

Scientific 

Single  Tax 

Sociological 

Sports  and  Pastimes 

Stenography  and  Typewriting 

Travel 

Woman's  Interests 

\\'oman  Suffrage 

Woman  Suffrage   (A-nti) 

Women's  Clubs 

Miscellaneous 


Religious  Publications 
There  are   many   religious  publications   and   they   may  be  classified 
under  the  heads : 

General  Sectarian  and  Juvenile 

Fraternal  Publications 

There  are  some  half  dozen   fraternal   organizations   which  bnast   of 
publications  of  influence  and  merit.     They  are  as  follows: 

Ancient   Order  of  Ignited   W'ork-  Independent    Order   of   Odd    Fel- 

men  lows 

Klks  Knights  of  Pythias 

Improved  Order  of  Red  Men  Masonic 


§16  M  INDIUMS  19 

2.     NEWSPAPERS 
Dailies 

Daily  newspapers  are  classified  as  Alorning,  Evening,  and  Sunday. 
The  aggregate  circulation  of  daily  and  Sunday  papers  in  the  United 
States  and  Canada,  as  given  in  the  American  Newspaper  Directory  and 
Annual  for  1919,  is  as  follows : 

Aggregate  circulation  of  Evening   Papers 21,600,000 

Aggregate  circulation  of  IVIorning  Papers 12,763,000 

Aggregate  circulation  of  all  dailies 34,363,000 

Aggregate  circulation  of  Sunday  Papers 17,233,000 

Fig.  2  shows  a  circulation  statement  of  a  metropolitan  daily. 

Circulation  Statement  of 
Metropolitan  Daily 

Daily  average  circulation  for   six-montlis'  period  after  all   returns  are  deducted; 
Average  for   Morning  or   Evening  does  not  include  Sunday  circulation, 


DISTRIBUTION 

MORNING 

EVEIJING 

SUNDAy 

C.ty (Total)  ,  ,  , 

Carr.ers  (Regular)    

Dealers  &  Ind   Garners 

1"3 

20:^943 
55900 

■ 

192746 

175 

Mail  Subs 

Total   City                            

52667 
3233 

.''-88  79 
62  7 

152284 
29446 

192921 

Agts,  Dlrs^  and  Ind.  Carr 

Mail  Subs.  (Ind   R.  F.  D.) 

Total   Suburban 

49341 
26064 

59506 

Total  Local  (City  &  Sub'n) 

Country , 

263843 

75395 

252427 

Mail  Subs.  (Ind.  R.  F.  D.)  .  .  .  . 

Total  Country     .  .    ' 

130 

584 

6 

19G 

118 

24 

425 

C06 

9 

2c3 

)  .■-.  1 

78u 

181730 

TOTAL  NET  CASH  PAID 

Bulk  Sales  (Average)     

339233 

434157 

Total  Net  Paid  (Including  Bulk) 

Subscribers   in  arrears  over  one 
year      

TOTAL   

726 
763 

Advertisers -,...-... 

Employees • 

R   R.  &  P.  0.  Employees 

827 

Advertising  Agencies 

Office  Use  and  Files      

Total  Unpaid  Copies 

1241 

TOTAL  DISTRIBUTION 

340727 

436225 

Fig.  2 


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21 


\Vekki.:ks.  Skmiwkkkliks.  Tiiiwr.F.Ki.iKi;.  Etc. 
In  Table  II  are  given  data  regarding  tlie  nnmber  and  distril)Ution  of 
newspapers  published  at  various  intervals 

Foreign-Language  Publications 
Of  the  many  important  foreign-language  publications  in  the  United 
States,   most  of  the  more  influential   are   printed   in   some  one   of   the 
following  languages : 


Arabic 

Bohemian 

Bulgarian 

Croatian 

Finnish 

Flemish-Belgian 

German 

Greek 

Hollandish 

Hungarian 

Italian 

Normally,   there  are   all   told   about   750   foreign-language   papers   in 
the  United  Stales,  printed  in  30  different  foreign  languages. 


Japanese 

Lithuanian 

Norwegian  and  Danish 

Polish 

Portuguese 

Ruthenian 

Slovak 

Spanish 

Swedish 

Yiddish 


Posters 

Billboards 
Painted  Displays 

Painted  bulletins; 

(a)   Boards;    (b)   Field  signs 

Painted  walls 
.  Illuminated  displays 


OUTDOOR  ADVERTISING 
Electric  Signs 
Tacked  Signs  and  Banners 

(Mafde  of  steel,  tin,  wood,  fiber, 
oilcloth,  canvas,  muslin,  or  wa- 
terproof cardboard,  for  fences, 
sheds,  trees,  posts,  etc.) 


STREET-CAR  AD\-ERTISING 
DIRECT-MAIL  ADVERTISING 


Calendars 

P'oldcrs  and  leaflets 
Package   inserts 

Miscellaneous:     As  blotters,  mail- 
ing cards,  cut-outs,  etc. 


Letters  and  letter  systems 
Circularizing     dealer's     lists     of 

prospects 
Catalogs 
Booklets 
House  organs 

6.     STORE  AND  WINDOW  DISPLAYS 
Window  Displays 

Trims,  strips,  streamers,  cut-outs,  pasters,  decalcomanias,  transfers, 
dummy  cartons,  facsimiles  of  goods,  etc. 
Counter  Cards 

Easels,  stands,  hangers,  etc. 


MEDTUMS 


k; 


Signs 

Tin,  enameled  iron  or  steel,  fiber,  wood,  oilcloth,  canvas,  and  mus- 
lin   store   signs    and    flange    signs,    banners,   pennants,    etc.,    both 
lithographed  and  printed. 
Miscellaneous  Dealer  Helps 

Steel  display  racks,  silent  salesmen,  silent  demonstrators,  saic- 
cabinets,  price  tickets,  delivery  package  labels,  clerks'  order  books, 
employes'  caps  and  aprons,  etc. 

7.     MOTION  PICTURE  ADVERTISIXG 
Slides 
Films 
Special  displays 

8.     PROGRAMS,  TIME  TABLES,  MENU  CARDS,  ETC. 
Theater 

Church,  high  school,  fair,  circus,  etc. 
Exposition,  convention,  etc.    (including  convention  souvenirs) 

9.     DIRECTORIES,  REGISTERS,  AND  ANNUALS 
Telephone  directories 
City  and  Ixisiness  directories 
Annuals  of  all  sorts,  including  trade  directories  and  registers 

10.     NOVELTIES,  SPECIALTIES,  PREMIUMS,  ETC. 
I'nder  this  heading  belong  almost  innumerable  articles.     Among  the 
more  important  are  the  following : 


Ash  trays 
Bracelets 
Bureau  sets 
Balloons 

Books  of  all  kinds 
Clocks 
Chinaware 
Cuff  links 
Carpet  sweepers 
Cigar  cutters 
Clothes  brushes 
Caps  and  aprons 
Curtains 
Desk   sets 
Dolls 
Fans 

Flash  lights 

Freight  cars  (for  packing  compa- 
nies, oil  companies,  etc.) 
Glasses 


Glassware 

Glass  and  metal  emblems 

Guide  books 

Hand  bags 

Hat  brushes 

Hotel  luggage  stickers 

Ivory  goods  of  all  kinds 

Ice  picks  and  shavers 

Jewelry  of  all  kinds 

Kni\«es 

Kitchen     implements     and 

ances 
Leather  goods  of  all  kinds 
Lump-sugar  wrappers 
Match-box  holders 
Maps 
Pens 
Pencils 

Pencil   sharpeners 
Pillow   tops 


appli- 


§1(5  MI'.DIUMS  I2:i 

I'ins  Small  ruhluT  j^oods  i>\  all  kim'.s 

Phoiiograplis  Sulcly   razors  and   str(ii)|)crs 

Pictures  Salesiiifirs    autt>s 

Post  cards  Sides,  tops,  and  hacks  of  delivery 

Pocketbooks  wagons  and  trucks 

Pennants  Toys 

Paper  cutters  Tliernionieters 

Pad  calendars  Telephone  lists  and   indexes 

Rings  Theater  curtains 

Silverware  Watches 

Statuettes  Watch   fobs 

Small   tool   sets  Wrapping  pa])er  and  .4ring 

l.l.  Expenditures  for  Adverlisintj. — The  relative 
importance  of  the  ditYerent  classes  of  nieditinis  as  indicated  hv 
the  aiiiotints  expended  for  advertisinj;-  in  or  b\-  means  of  them, 
is  shown  in  the  accompanying  tabulation  of  Estimated  Approx- 
imate Total  Advertising  Expenditures  for  1917. 


SELECTION    or   MEDIUMS 

BASIC    PllIXCIPLES    OF"    SELECTIOX 

16.  The  judicious  selection  of  advertising  mediums  is  per- 
haps the  most  dififictilt  single  undertaking,  and  at  the  same  time 
the  most  important  one,  that  advertising  involves.  It  looks 
easv.  But  a  great  number  of  advertisers  have  fotmd  out,  too 
late,  that  it  presents  cotnitlcss  snares  and  pitfalls.  Prob,ubl\-  as 
manv  advertising  failures  have  restilted  from  unwise  selection 
of  mediums  as  from  any  other  one  source.  And  the  stuns  of 
money  absolutely  wasted  throtigh  this  cause  alone  ttnquestion- 
ably  run  high  up  into  the  millions  of  dollars. 

Because  it  appears  to  be  such  a  simple  matter,  and  because  it 
is  so  easy  to  go  wrong,  are  the  very  two  reasons  why  wise  and 
experienced  advertisers  rely  almost  entirely  upon  the  trained 
and  seasoned  judgment  of  their  advertising  agents  in  all  mat- 
ters having  to  do  with  the  selection  and  use  of  advertising 
mediums. 

There  is  no  magic  rule  of  thumb  for  the  selection  of  adver- 
tising mediums.      There   are,   however,   two   or   three    funda- 


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L'<;  Mh.DIUMS  ij  10 

niL'iUal  principles  oi  a  broad,  L^a-iu-ral  nature,  which  should  he 
thoroui^hly  under  stood. 

17.  The  first  inipoitant  princij)lo  in  selectinj^  a  niediuni  is: 
Eliminate  all  pi'isoiial  preference  ami  bias.  l\'rhaps  this 
seems  too  obvious  to  merit  comment,  lint  rii^ht  here  is  where 
many  inexperienced  advertisers  have  run  on  the  rocks.  It  is 
unsafe  for  an  advertiser  to  argue  that  just  because  a  certain 
medium  makes  a  strong  appeal  to  him.  it  will,  therefore,  make 
an  e(jually  strong  appeal  to  others. 

Tastes  in  publications  dififer  as  widely  as  do  tastes  in  neck- 
ties, or  in  millinery.  Temperaments  are  as  varied  as  are 
pocketbooks.  Likes  and  dislikes  know  neither  law  nor  uni- 
formity. To  argue  that  one  medium  is  better  than  another  for 
advertising  purposes  because  it  happens  to  strike  one's  indi- 
vidual fancy  more  favorably,  is  as  fallacious  as  it  is  dangerous. 

18.  The  second  general  rule  for  selection  is:  Base  judg- 
ment on  proved  facts  only.  Nowadays  there  is  practically  no 
disposition  on  the  part  of  the  owners  of  most  of  the  more 
important  advertising  mediums  to  withhold  from  advertisers  or 
prospective  advertisers  complete  and  accurate  information  with 
regard  to  those  mediums  and  their  relative  value  for  advertisers. 

In  fact,  conditions  have  undergone  such  a  change  for  the 
better  that  today  dependable  mediums  try  to  outdo  each  other 
in  the-  preparation  and  presentation  of  data  of  one  kind  or 
another.  Inevitably,  a  great  deal  of  the  data  so  furnished  is 
more  or  less  prejudiced  and  colored.  More  often  than  not  this 
is  due  to  the  natural  and  irrepressible  enthusiasm,  on  the  part 
of  the  medium's  spokesman  or  representative,  for  his  own 
publication  as  distinguished  from  all  other  mediums. 

This  is  merely  another  form  of  the  salesman's  uncurbed 
zeal  for  sales.  Instinctively,  and  often  quite  unconsciously, 
the  most  favorable  possible  aspect  is  given  to  the  situation. 
Points  of  strength  are  stressed  and  overemphasized;  points  of 
weakness  are  ignored,  if  possible,  otherwise  glossed  over  or 
"explained."  Also,  it  is  unfortunately  still  true  that  now  and 
then  a  meditim  is  presented  to  advertisers  under  false  claims 


§1(1  MEDIUMS  27 

and  with  untrue  statements.  Particularly  is  tins  the  case  as 
regards  circulation  methods  and  act:()mi)lishments. 

In  either  case,  whether  the  statements  made  are  merely 
exaggerated  and  warped  out  of  their  correct  i)ro|)ortions,  or 
whether  they  are  actually  and  maliciousK'  falsified,  the  adver- 
tiser will  avoid  costly  errors  if  he  confines  his  anal)  sis  to 
proved  fads,  and  hases  his  selection  on  them  onl\'. 

19.  The  third  rule  for  the  general  selection  of  mediums  is: 
Consider  every  case  strictly  in  relation  to  its  07C'»  individu.il 
reqiiironeiits.  This  is  perhaps  the  most  vital  point  of  all.  The 
value  of  any  medium  is  relative,  depending  upon  the  extent  to 
which  it  satisfies  the  special  and  particular  demands  of  the  case 
in  point.  A  medium  might  be  regarded  as  the  dominant  adver- 
tising medium  of  America  and  carry  an  amount  of  advertising 
far  exceeding  any  of  its  competitors,  yet,  comparatively  speak- 
ing, only  a  few,  a  very  few,  of  the  more  than  ten  thousand  gen- 
eral advertisers  of  the  country  might  find  it  a  good  medium 
even,  much  less  the  best  medium,  for  their  respective 
businesses. 

•  Value,  as  applied  to  advertising  mediums,  is  measurable  only 
in  terms  of  specific  instances,  never  in  generalities.  The 
mediums  which  an  advertiser  is  to  use  must  be  selected  on  the 
sole  basis  of  that  particular  advertiser's  requirements  and 
purposes. 


GEIVERAI,    TESTS 

20.  Questions  to  Be  Considered. — When  an  advertiser 
has  finally  reached  the  stage  of  deciding  in  what  advertising 
mediums  to  invest  his  appropriation,  there  are  several  tests 
that  he  can  apply  to  such  mediums  as  seem  suitable,  in  the 
endeavor  to  eliminate  any  that  do  not  possess  intrinsic  merit 
for  his  advertising.    These  several  tests  are  as  follows : 

1.  What  is  the  basic,  underlying  purpose,  mission,  or  rea- 
son for  existence  of  the  medium — the  real  IV HY  of  it? 
There  is  a  very  direct  relationship  between  the  mission  of  a 
medium  and  its  advertising  value.  Usually  the  more  sub- 
stantial and  permanent  and  worth  while  a  medium's  underlying 


28  .Ml'.DIUMS  5<1(; 

purpose  is,  the  stronj^^er  medium  it  is  for  advertising.  There 
are,  of  course,  many  mediums  whose  sole  reason  for  existence 
is  frankly  to  carry  advertising^,  and  whose  advertising  value  is 
not  thereby  diminished.  Billboards  and  letters  and  other  direct- 
mail  pieces  are  good  examples.  There  are,  however,  some  pub- 
lications whose  true  reason  for  existence  is  actually — but  very 
rarely  admittedly — the  carrying  of  advertising.  This  real 
reason  is  usually  carefully  hidden  under  professions  and  claims 
of  a  lot  of  fine-sounding  but  superficial  aims  and  missions.  For 
the  most  part,  the  best  mediums  for  advertising  purposes  are 
those  which  already  stand  highest  in  their  respective  fields — 
those  whose  reason  for  being  is  most  clearly  defined  and  most 
fundamental ;  and  those  which  are  obliged  to  depend  least, 
both  for  tlieir  popularity  and  for  their  mere  physical  existence, 
upon  the  advertising  patronage  that  they  enjoy.  Particularly 
is  this  true  of  periodicals,  including  both  magazines  and  news- 
papers. In  this  field,  it  is  well  to  be  suspicious  of  any  medium 
whose  chief  function  or  excuse  for  existence  appears  to  be  the 
carrying  of  advertising. 

2.  iriio  staiids  back  of  it?  Why?  Often  the  real  status  of 
a  medium  is  revealed  by  learning  who  are  its  real  owners,  and 
what  interests  they  are  chiefly  desirous  of  making  the  medium 
subserve.  Helpful  and  sometimes  unexpected  sidelights  on  the 
worth  of  a  medium  are  frequently  obtainable  in  this  manner. 

3.  Editorially,  zvliat  is  the  incdiiiin,  and  ivhat  docs  it  stand 
for?  This  test  of  course  is  applicable  only  to  periodicals. 
What  the  medium  is,  quite  largely  determines  who  its  readers 
will  be  and  just  how  much  it  will  mean  to  them.  The  general 
character  of  the  contents  of  a  magazine  or  newspaper  gives  a 
pretty  reliable  gauge  both  of  its  audience,  or  constituency,  and 
of  its  influence  upon  that  audience.  A  virile,  vigorous  general 
editorial  policy  attracts  strong,  progressively-minded  readers. 
Editorial  alcrtncs.,  usually  finds  its  paralk'l  in  unusual  receptiv- 
ity and  absence  of  prejudice  on  the  part  of  the  readers.  A  sane, 
authoritative  editorial  treatment  inspires  the  confidence  of  the 
readers  and  increases  their  loyalty  toward  the  medium.  .\nd  in 
each  instance  the  opposite  kind  of  policy  melius"  the  opposite 
kind  of  medium  and  influence. 


5  Ifi  MEDIUMS  20 

4      Bv  ivlwt  methods  is  the  mcdiuw's  circulation  secured? 
.  Hozv  much  has  it,  and  where  is  it/     (The  term  circulation  xs 
here  use<l  in  its  broadest  interpretation,  which  makes  ,ts  si^niifi- 
cance  ahiiost  identical  with  that  of  audience.)     The  method  of 
securing  circulation  lar.oelv  determines  its  character.     Broadly 
speaking,   tb.e   more  natural,   spontaneous,  and  voluntary   the 
circulation  of  a  meduun  is,  the  greater  the  value  of  that  medmm 
for   advertising   purposes.      It   is   always   well   to   make   sure 
iust  what  percentage  of  the  total  circulation  of  a  medmm  may 
fairlv  be  considered  natural  and  voluntary.     Any  and  all  sorts 
of  unnatural  or  highly  forced  methods  for  securing  circulation 
are  becoming  more  and  more  discredited  by  advertisers.     One 
normal    free-will,   self-st.wted   subscriber  or   reader  is   worth 
more  to  the  advertiser  than  several  of  the  other  kind,  that  have 
been  enticed  to  subscribe  b>-  some  premium,  special  cut-pnce 
inducement,  silver-tongued  subscription  agent,  or  other  form  ot 
momentarilv  irresistible  pressure. 

It  nuist  be  understood,  of  course,  that  sales  ef^clency  m  the 
circulation  department  of  a  publication  is  as  necessary  and  as 
legitimate  as  is  sales,  efficiency  in  any  other  commercial  under- 
taking     In  one  sense, "(///  a^rculation  is  more  or  less  forced 
The  point  is   that  circulation  secured  by  highly  intensified  and 
strenuously   applied    selling   methods   is    likely   to   be   less    m 
harmony  with  the  underlying  .  ^-as.,.and  eoncepts  of  the  publica- 
tion  and  therefore  less  respons.ve^tollie  appeal  of  tljs  adver- 
tisements it  carries.     In  other  words,  the  less  the  principle  of 
natural  selection  is  tampered  with,  the  greater  will  be  the  com- 
munity of  interest  between  editor  and  reader,  and,  accordingly, 
the  greater  will  be  the  reader,  interest  and  the  reader  confidence 
which  that  medium  has  to  offer  to  advertisers. 

In  comparison  with  the  kind  or  quality  of  circulation  that  a 
a  medium  has,  the  quantity  of  it  is  of  secondary  impor- 
tance. The  essential  thing  is  to  be  certain  that  the  quantity 
(luoted  or  claimed  represents  none  but  bona-fide,  full  paid-;n- 
advance  subscribers,  and  net  news-stand  and  street  sales,  in  the 
case  of  periodicals,  and  on  careful,  disinterested  estimates- 
based  so  far  as  possible  on  actual  counts  made  under  average 
conditions— in  the  case  of  other  kinds  of  mediums. 


30  MEDIUMS  §  16 

The  "where  is  it"  of  circulation  is  the  least  important  of  its 
three  dimensions.  It  must  be  known,  however,  in  order  to 
measure  the  value  of  a  medium  for  any  individual  advertiser, 
as  only  on  such  knowledge  .can  the  percentage  of  waste  circu- 
lation be  fairly  and  accurately  computed. 

5.  IVhat  is  the  general  character  of  the  medium's  advertis- 
ing patronage?  The  advertising  carried  by  a  medium  is,  as  a 
rule,  a  helpful  guide  to  its  value,  but  it  should  not  be  depended 
on  too  much,  because  mediums  are  still,  in  numerous  instances, 
selected  unwisely  and  unscientifically.  Often,  however,  the 
kind  of  advertising  carried,  and  the  average  amount  of  it,  form 
a  supplementary  yardstick  with  which  the  probable  worth  of 
the  medium  in  any  given  case  may  be  approximately  measured. 

The  advertising  carried  also  presents  evidence  as  to  the  care 
with  which  the  owners  or  proprietors  protect  their  readers 
from  fraud  and  quackery.  And  since  the  degree  of  censor- 
ship is  more  or  less  closely  associated  with  the  important  fac- 
tor of  reader  confidence,  an  additional  sidelight  is  thus  secured 
on  the  attitude  of  the  readers  toward  the  medium. 

6.  ll'liat  has  been  the  experience  of  other  advertisers  in  the 
use  of  the  niedittni  for  purposes  siinihir  to  the  ease  in  pointf 
It  is  not  enough  to  know  about  the  various  successful  campaigns 
the  medium  may  have  to  its  credit.  If  precedents  are  to  be 
cited,  their  value  will  depend  upon  the  degree  in  which  the 
j)eculiar  conditions  and  demands  of  the  instance  referred  to 
correspond  with  those  of  the  case  in  question.  As  no  two 
advertising  problems  present  exactly  the  same  circumstances, 
this  test  is  not  conclusive,  though  it  may  give  some  suggestions 
that  will  be  of  value  in  connection  with  other  information. 


PROCKDIRE    1\    MAKING    SKI.KCTION 

21.  Methods  Employed. — The  simplest  and  safest 
method  of  procedure  in  choosing  the  mediums  of  ])ul)lic!ty  in 
any  particular  case  is  as  follows : 

1.  Analyze  liie  re(|uirenients  of  the  case  as  to  mediums; 
that  is,  determine  what  (|ualilies  they  nnist  possess  in  order  to 
be  most  valuable. 


gin  Air-DIUMS  31 

2.  Rate  the  various  possible  mediums  in  order  of  primary 
importance,  secondary  importance,  and  supplementary,  in 
accordance  with  the  degree  in  which  each  of  them  satislies  the 
requirements  of  the  case. 

3.  Determine  for  each  medium  of  primary  and  secondary 
importance  the  most  efficient  unit  of  use — space,  position, 
colors,  or  whatever  it  may  be — and  the  necessary  thorough- 
ness of  use,  that  is,  continuity,  repetition,  or  duration,  of 
showing. 

4.  Eliminate  from  the  list  by  cutting  out  the  less  valuable 
mediums  to  meet  the  limits  of  the  advertising  appropriation. 

22.  Analysis  of  Requirements. — The  qualities  ordi- 
narily demanded,  in  some  degree,  and  in  some  one  form  or 
another,  in  advertising  mediums  are  practically  all  included  in 
the  following  list.  They  are  arranged  in  descending  order  of 
average  importance,  and  the  nature  and  application  of  each 
are  indicated  by  questions  such  as  would  arise  in  determining 
the  extent  to  which  a  given  case  would  be  influenced  by  the 
quality  mentioned. 

1.  Elasticity:  The  term  elasticity,  when  applied  to  an 
advertising  medium,  refers  to  its  capabihty  of  focusing  a 
message  upon  a  given  held — larger  or  smaller,  as  required.  It 
depends  on  the  concentration  or  scope  of  the  medium,  and  is 
the  quality  that  enables  the  medium  to  satisfy  the  varying 
demands  of  many  different  advertisers  along  lines  indicated  by 
such  questions  as :  How  much  and  what  territory  must  be 
covered?  What  kind  of  folks,  or  what  stratum  of  population, 
should  be  reached?     Which  sex?     What  ages? 

For  instance,  newspapers,  as  a  medium,  possess  far  greater 
elasticity  than  magazines.  For  newspapers  permit  of  covering 
any  given  territory,  large  or  small,  and  that  territory  only. 
Magazines  do  not.  And  newspapers  enable  an  advertiser  to 
reach  any  desired  level  of  society,  or  either  sex  independently 
of  the  other,  with  just  as  much,  if  not  more,  accuracy  than  is 
possible  with  magazines,  with  this  exception,  that  women's 
magazines  unquestionably  offer  far  greater  sex  specialization 
than  does  an\-  other  general  type  of  medium  in  existence. 


32  MEDIUMS  §  10 

2.  Adaptability  or  Flexibility:  This  quality  enables  a 
medium  to  till  widely  varying  requirements  of  such  a  nature  as 
are  suggested  by  the  questions :  When?  How  often?  With 
how  large  space?  At  what  cost?  Here  again  newspapers  are 
obviously  richer  than  magazines.  Newspapers  may  be  used  as 
frequently  or  as  seldom  as  needed,  with  almost  any  sized  space 
desired,  and  at  almost  any  cost.  One  newspaper  may  be  used 
or  ten  thousand,  one  city  covered  or  the  entire  country. 

3.  Th'jroiKjInicss  of  Coz'cri)i(/:  The  thoroughness  willi 
which  a  medium  covers  its  held  must  be  considered,  in  connec- 
tion with  such  questions  as :  Is  a  selective  or  a  universal 
appeal  desired?  An  intensive  cultivation  of  the  field,  or  a 
broadcast,  generalized,  dissemination?  If  selective,  what  is 
the  basis  of  selection? 

4.  Effectiveness  of  Impression:  How  deep  in  should  the 
impression  be  made  to  sink?  How  far  home  must  the  mes- 
sage be  driven  ? 

5.  Continuity  of  Impression:  How  often  should  the  story 
be  hammered  in?  How  nuicli  does  it  gain,  or  lose,  by  repeti- 
tion ? 

6.  Lifetime  of  Appeal:  How  sturdy  and  long-lived  is  it  ? 
How  long  must  it  last  before  being  repeated? 

.7.  MccJianical  Possibilities:  Must  photographs  be  used? 
Life-size  reproductions?  Color?  Special  artistic  or  typo- 
graphical effects? 

8.  Immediacy  or  Speed:  How  quickly  nuist  the  message 
be  transmitted?    How  frequently  varied  or  revised? 


EXAMPLE   OF   SELECTION   OF  MEDIUMS 


STATESIEXT    WO    ,\\AI-VSIS 

23.  Conditions  of  the  Case. — To  illustrate  the  actual 
process  of  analyzing  requirements  as  to  mediums,  consider  the 
iiypothetical  case  of  a  manufacturer  of  high-grade  oleomarga- 
rine, which  is  sold  to  the  retail  grocery  trade  through  territorial 
distributors  or  jobbers,  and  which  enjoys  a  good  distribution 


§16  Ml'.DIUMS  33 

tliroughout  the  manufacturer's  home  state  and  a  rather  thin 
distribution  throughout  the  adjoining  half  dozen  or  more 
states.  It  has  never  been  advertised  to  eitlier  trade  or  con- 
sumers. The  sales  of  the  product  are  seriously  retarded  by 
the  almost  universal  prejudice  against  oleomargarine.  Investi- 
gation has  established  the  fact  that  the  great  middle  class  offers 
the  best  field  for  developing  increased  business ;  neither  the 
very  poor  nor  the  very  rich  are,  comparatively  speaking,  worth 
consideration.  The  product  itself  is  of  irreproachable  excel- 
lence, and  is  giving  splendid  satisfaction  to  those  people  who 
have  been  persuaded  to  try  it.  There  is  at  hand  a  great  abun- 
dance of  strong  sales-argument  and  prejudice-destroying 
material.  The  name  and  trade-mark  are  good,  the  carton  has 
been  so  improved  that  it  is  now  quite  satisfactory,  the  sales  and 
distributive  machinery  is  in  first-class  working  order.  An 
advertising  appropriation  of  $60,000  has  been  made,  which 
must  cover  the  first  year's  work  in  its  entirety. 

In  other  words,  the  manufacturer,  working  hand  in  glove 
with  his  competent  and  experienced  advertising  agents,  has 
made  all  the  preliminary  arrangements  necessary  for  wholly 
preparing  himself  and  his  business  for  advertising.  The 
immediate  step  is  the  selection  of  the  mediums  to  be  used  to 
carry  the  message. 

24.  Analysis  of  Requirements. — Study  of  the  condi- 
tions indicates  that  the  qualities  required  of  the  mediums  in 
this  particular  case  are,  in  order  of  importance:  (1)  Eft'ec- 
tiveness  of  impression;  (2)  continuity  of  impression;  (3)  elas- 
ticity— concentration  both  as  to  territory  and  as  to  strata  of 
population;  also,  to  a  limited  extent,  as  to  sex;  (4)  flexibility; 
(5)  thoroughness  of  covering;  (6)  mechanical  possibilities; 
(7)  lifetime  of  appeal;  (8)  speed. 

25.  Effectiveness  of  impression  is  the  first  requisite, 
because  the  breaking  down  of  deep-rooted  prejudice  is  at  the 
very  best  a  slow  and  difficult  undertaking.  The  strongest  kind 
of  sales  argument  will  be  required.  To  secure  the  best  results, 
each  separate  advertisement  should  present  a  relatively  large 

a6C— » 


34  MEDIUMS  §10 

amount  of  instructive  and  interesting  text  matter,  aided  and 
supplemented  by  attractive  illustrations.  Usually  there  should 
be  at  least  two  of  these  for  each  piece  of  copy — one  reproduc- 
ing the  carton,  in  order  that  the  reader  may  easily  recognize  it 
when  she  sees  it,  and  the  other  visualizing,  and  thereby  further 
emphasizing,  some  point  made  in  the  text.  The  direct  indorse- 
ment of  the  medium  carrying  the  advertising  would  be  of 
course  a  valuable  help,  particularly  if  the  prestige  and  the 
standard  worth  of  the  article  advertised  are  thereby  implied 
and  inferred. 

26.  Continuity  of  impression  is  the  second  quality 
demanded.  Prejudice  requires  gradual  wearing  away.  It 
never  yields  suddenly  or  readily.  To  replace  suspicion  with 
confidence  is  the  work  of  months,  not  days.  Just  as  the  con- 
stant dropping  of  water  affects  stone,  so  constant  repetition 
and  reiteration  of  the  important  facts  about  this  brand  of 
oleomargarine  will  in  time  convert  even  the  most  cautious  and 
indifferent  antipathy  and  suspicion  into  favor  and  regular 
purchase. 

27.  Elasticity  is  obviously  the  third  requisite.  The 
audience  to  which  the  advertising  is  addressed  must  corre- 
spond with  the  present  or  immediately  prospective  sales  field 
of  the  product  itself.  In  other  words,  the  medium  must 
possess  a  circulation  that  is  not  only  largely  concentrated,  but 
also  is  concentrated  along  the  very  same  lines  as  is  the  field  for 
the  sales  of  the  product.  This  is  true  both  of  territorial  con- 
centration and  of  concentration  as  regards  strata  of  population, 
and,  to  a  certain  extent,  as  regards  sex. 

It  is  apparent  that  all  circulation  outside  of  the  states  in 
which  this  oleomargarine  is  for  sale  represents  almost  entire 
waste,  at  least  until  such  time  as  the  field  of  sale  of  the  product 
shall  have  been  extended  to  include  these  other  states.  Simi- 
larly, all  circulation  going  to  the  very  poor  or  the  very  rich 
classes  of  society  will  j)rove  of  relatively  little  value  as  com- 
pared with  middle-class  circulation.  And,  also,  since  oleo- 
margarine is  almost  always  purchased  by  women,  man-reaching 


§  10  MEDIUMS  35 

circulation  will  be  less  desirable  than  woman-reaching.  It  hap- 
pens, however,  that  this  is  less  true  in  the  case  of  such  a  com- 
modity as  oleomargarine  than  it  would  be  for  most  other 
food  products  Men  are  of  no  little  importance  whenever  it  is  a 
matter  of  overcoming  distrust  and  prejudice.  This  is  due  to 
their  greater  open-mindedness  and  sense  of  fairness,  and  the 
fact  that  they  are  usually  more  susceptible  to  the  appeals  of 
fact  and  logic,  and,  accordingly,  apt  to  be  less  governed  by 
prejudice  than  are  women. 

28.  Flexibility  is  the  fourth  requirement  of  this  case. 
It  is  essential  that  a  more  vigorous  advertising  effort  be  made 
at  the  outset  than  will  be  necessary  later  on.  Furthermore, 
throughout  the  hot  summer  months  and  during  the  Christmas 
holiday  season,  when  innumerable  other  and  more  seasonable 
appeals  are  being  pressed,  it  will  be  well  to  omit  for  a  time  all 
advertising  effort.  Also  it  is  probable  that  certain  cities  will 
need  a  great  deal  more  advertising  and  perhaps  the  use  of 
larger  space  units  thaij  will  others.  Special  effort  will  doubt- 
less be  desired,  for  instance,  in  those  cities  in  which  are  located 
the  territorial  distributors  of  this  product,  and  from  which 
their  salesmen  radiate.  Important  commercial  centers  should 
receive  more  attention  than  intermediate  and  subordinate 
points.  So  it  is  highly  important  that  the  medium  be  flexible, 
decidedly  flexible,  in  order  that  the  use  made  of  it  may  be 
exactly  adapted  to  the  needs  of  the  case. 

29.  Thoroughness  of  covering  stands  next  in  order 
among  the  requirements.  There  is  no  reason  or  excuse  for 
passing  over  any  part  of  the  available  market.  The  medium 
must  present  the  message  to  all  the  various  elements  involved 
in  the  distribution,  purchase,  and  consumption  of  oleomar- 
garine.   The  field  must  be  thoroughly  covered. 

30.  The  mechanical  possibilities  of  the  medium  com- 
prise the  sixth  requirement.  It  is  quite  desirable  to  present  the 
carton,  in  which  the  oleomargarine  is  packed,  in  its  exact  colors. 
Artistic  and  eye-appealing  layouts  and  typography  are  much  to 


30  MEDIUMS  §  16 

be  preferred.  And  because  the  message  is  addressed  chiefly 
to  women,  it  is  important  that  the  general  effect  of  the  adver- 
tisements be  as  attractive  and  pleasing  as  possible.  Photo- 
graphic or  half-tone  reproduction,  however,  is  not  required  in 
this  case. 

31.  Lifetime  of  appeal,  and  immediacy  or  speed 
of  action,  the  two  remaining  demands,  are  in  this  particular 
instance  of  comparatively  minor  importance.  Of  course  the 
longer  each  advertisement  retains  its  freshness,  the  more  valu- 
able it  will  be.  And  quickness  of  action  is  always  desirable. 
But  neither  of  these  matters  is  of  very  great  moment  in  the 
present  case. 

RATING    OP    POSSIBLE    MEDH  MS 

32.  Relative  Importance. — The  relative  importance 
of  the  various  requirements  of  the  case  as  to  mediums 
having  been  determined  by  analysis,  the  next  step  is  to  rate 
the  various  possible  mediums  in  order  of  primary  impor- 
tance, secondary  importance,  and  supplementary  importance, 
according  to  the  degree  in  which  each  of  them  satisfies  these 
requirements. 

Evidently,  the  first  requirement,  effect ic'ciiess  of  inifrcssioii, 
is  best  satisfied,  in  descending  order,  by  magazines,  newspapers, 
and  direct  mail  advertising;  the  second,  continuity,  in  similar 
order,  by  newspapers,  outdoor  advertising,  street-car  cards,  and 
window  and  store  displays ;  the  third,  elasticity,  by  newspapers, 
direct  mail  advertising,  and  window  and  store  displays ;  the 
fourth,  flexibility,  by  newspapers,  direct  mail  advertising,  and 
displays;  the  fifth,  thoroughness,  by  newspapers,  outdoor 
advertising,  street-car  cards,  direct  mail  work,  and  novelties, 
specialties,  etc. ;  the  sixth,  mechanical  possibilities,  by  maga- 
zines, outdoor  advertising,  street-car  cards,  direct  mail  adver- 
tising, and  window  and  store  displays ;  the  seventh,  length  of 
life,  by  magazines,  outdoor  advertising,  and  street-car  cards ; 
and  the  eighth,  speed,  by  newspapers. 

Considering  the  relative  importance  of  these  several  require- 
ments, and  the  relative  degree  in  which  each  is  fulfilled  by  the 


§1G  All-:01UiMS  37 

several  types  of  mediums,  the  final  ratin,s^  p^iven  each  class,  in 
this  particular  case,  will  be  as  follows : 

Primary :     Newspapers ; 

Secondary :  Direct  mail  advertising,  and  window  and  store 
displays; 

Supplementary :  Outdoor  advertising,  street-car  cards, 
■jvelties,  specialties,  etc. 

There  are  very  strong  reasons  for  using  magazines,  chiefly 
because  of  the  elTectiveness  of  impression  they  have  to  offer — 
especially  their  very  valuable  assets  of  reader  confidence,  and 
of  ihc  prestige-insurance  and  quality-indorsement  which  they 
give  to  their  advertisers.  Magazines  have  another  strong 
claim  on  the  score  of  mechanical  possibilities,  l^ut  the  inelas- 
ticity of  this  type  of  medium,  resulting  in  wholly  prohibitive 
waste,  and  consecjuent  expense,  renders  it  out  of  the  question 
to  use  magazines  at  the  present  stage  of  the  territorial  expan- 
sion of  this  particular  business. 


DETERMIMXG    THE    MOST    EFFKIENT    INITS    OF    VSE    AND 
THE    NECESSARY    THOROIGHIVESS    OF    I  SE 

33.  Utilization  of  Primary  Mediums. — Newspapers 
having  been  selected  as  the  primary  mediums  for  this  oleo- 
margarine advertising,  the  next  question  is,  just  how,  and 
how  heavily,  shall  newspapers  be  used — in  other  words» 
which  individual  papers,  and  with  what  units  of  space  and 
frequency  ? 

Here  again,  as  in  many  other  cases,  the  question  must  be 
answered  solely  on  the  basis  of  the  requirements  of  the 
situation. 

Some  cities,  like  some  types  of  mediums,  are  of  considerably 
greater  importance,  for  one  reason  or  another,  than  others,  and 
may  be  termed,  for  present  purposes,  primary  cities,  while 
others,  by  contrast,  may  be  considered  secondary  cities.  The 
character  of  the  cities  themselves,  their  importance  as  news- 
paper centers,  as  grocery  distributing  factors  and  as  commer- 
cial and  trade  concentration  points,  generally,  together  with  the 
size  of  their  trading  districts  and  the  wealth  and  accessibilitv 


38  MEDIUMS  §  IG 

of  the  siirroimding  rural  districts  dependent  upon  them  and  of 
which  they  form  the  logical  centers,  are  the  chief  factors  that 
determine  in  which  class,  from  an  advertising  standpoint,  a 
given  city  belongs. 

Furthermore,  there  are  a  number  of  cities,  located  in  states 
in  which  this  brand  of  oleomargarine  is  sold,  in  which  existing 
local  conditions,  either  of  distribution  or  of  possible  demand, 
are  such  as  to  make  the  advertising  of  oleomargarine  in  them 
at  the  present  time  unwise. 

Three  different  types  of  cities  are  therefore  presented.  In 
the  cities  of  primary  importance,  a  very  thorough  covering  is 
desirable.  The  two  or  three  or  four  strongest  newspapers, 
depending  on  local  newspaper  and  oleomargarine  conditions, 
should  therefore  be  used.  In  secondary  cities,  the  one  strong- 
est paper  will  probably  prove  sufificient.  And  in  all  other  cities 
of  course  no  paper  at  all  will  be  employed. 

34.  Because  effectiveness  of  impression  is  the  most  impor- 
tant requirement,  the  space  used  must  be  relatively  large,  at 
least  at  the  start.  This  is  particularly  true  in  view  of  the  fact 
that  the  advertisements  will  not  have  the  supporting  benefit  of 
any  considerable  degree  of  reader  confidence  in  the  mediums 
carrying  them.  They  must  therefore  depend  for  their  power 
to  convince  almost  entirely  upon  their  own  force  fulness  and 
jmpressiveness. .  Large  space  units  will  help  considerably  in 
this,  by  enabling  the  advertisement  to  dominate  eflFcctu.'dly  the 
entire  page  upon  which  it  appears. 

But  a  continuation  of  large-space  advertisements  will  very 
soon  exhaust  the  available  money,  so  after  a  few  large  adver- 
tisements at  the  start,  it  will  be  wise  to  use  smaller  space  to 
carry  on  the  campaign.  The  necessary  continuity  of  impres- 
sion— which  is  the  second  most  important  requirement  of  the 
case — is  thus  supplied,  and  without  exorbitant  and  unwar- 
ranted expense. 

In  the  final  analysis,  and  after  all  the  existing  conditions 
have  been  duly  considered,  some  such  schedule  of  space  and 
frequency  units  as  the  following  will  probably  be  found  most 
effective : 


§16 


MEDIUMS 


39 


Space 

Insertions 

Per  Week 

Week 

Schedule  1, 

for 

Primary 

Cities 

Schedule  2, 

for 

Secondary 

Cities 

First  

Second   

Third    

Fourth   

Fifth 

Sixth 

Seventh    

60  in.  (15  in. X4  cols.) 

40  in.  (10  in.X4  cols.) 

4  full  columns 

21  in.  (7  in.X3  cols.) 
21  in.  (10^in.X2cols.) 

21  in.  (7  in.X3  cols.) 
48  in.  (12  in.X4  cols.) 

1 
1 
1 

2 
2 
2 
1 

1 

1 
1 
1 
1 
1 
1 

Eighth  to  " 

Eleventh,  •.  .  . 

Inclusive 
Twelfth   

'  21  in.  (7  in.X3  cols.) 
(or  lOi  in.X2  cols.) 

48  in.  (16in.X3cols.) 

2 
1 

1 
1 

Thirteenth 
to  Sixteenth, 
Inclusive 

Seventeenth  . 

21  in.  (7  in.X3  cols.) 
(or  10^  in.X2  cols.) 

'48  in.  (12  in.X4  cols.) 

2 

1 

1 
1 

Eighteenth 
to  Twenty- 
second,  In- 

21 in.  (7  in.X3  cols.) 
(or  m  in.X2  cols.) 

2 

.      1 

clusive 

Figured  on  a  coluinn  depth  of  21  inches,  which  is  about 
average  for  city  newspapers  of  the  type  in  this  campaign,  the 
total  space  called  for  b)-  this  schedule  is  exactly  1,000  inches, 
or  14,000  lines,  in  the  case  of  the  primary  cities,  and  664  inches, 
or  9,296  lines,  in  the  case  of  the  secondary  cities.  Owing  to  the 
varying  depths  of  column  measurements  in  diiTerent  papers, 
the  actual  total  lineage   will   not  be  exactly  the   same   in  all 

papers. 

At  card  rates  prevailing  at  the  time  this  is  being  written,  the 
total  cost  of  running  this  schedule  for  a  total  of  22  weeks,  in 
the  best  newspapers  for  the  purpose  in  the  various  primary  and 


40  MEDIUMS  §1G 

secondary  cities  which  have  been  selected  in  the  territory 
throughout  which  the  oleomargarine  company  operates, 
amounts  to  almost  exactly  $50,000. 

This  covers  the  cost  of  inserting  Schedule  No.  1 — the  heavier 
one,  for  primary  cities — in  29  newspapers  located  in  24  differ- 
ent primary  cities,  and  Schedule  No.  2 — the  lighter  one — in 
87  newspapers  located  in  6  primary  cities  and  71  secondary 
cities,  a  total  of  116  papers  and  95  cities,  of  which  24  arc 
primary  cities,  and  71  secondary.  In  each  of  21  cities  two 
newspapers  are  necessary  for  thorough  covering,  11  of  these 
cities  being  primary  cities  and  10  secondary.  And  in  6  of  the  11 
primary  cities  sufficient  thoroughness  is  secured  by  giving  the 
second  newspaper  the  lighter  schedule  only — that  is,  the  sched- 
ule regularly  intended  for  secondary  cities. 

.35.  Utilization  of  Secondary  Mediums. — The  ques- 
tion of  the  most  efficient  wa\s  f)f  using  the  mediums  of  second- 
ary importance — direct-mail  advertising,  and  window  and  store 
displays — next  should  be  considered. 

1.  Direct-Mail  Adzrrtising:  The  most  necessary  form  of 
direct-mail  work  in  the  present  case  is  a  booklet,  telling  the 
true  story  of  this  brand  of  oleomargarine — how  it  is  made,  of 
what  ingredients,  what  virtues  and  special  advantages  it  pos- 
sesses, why  and  how  it  should  be  used. 

Reference  will  be  made  to  these  booklets  in  all  the  advertise- 
ments and  a  copy  will  be  offered  to  any  one  who  will  write  for 
it.  Reasonable  quantities  of  them  will  be  given  to  the  dealers^ 
for  distribution  over  their  coimters.  and  for  envelope  stuffers 
to  be  included  with  their  monthly  statements  to  customers. 
Also,  they  will  be  mailed  direct,  under  certain  conditions,  to 
selected  customers  of  the  more  important  <lealers  selling  this 
oleomargarine. 

Because  of  this  broadcast  distribution,  a  large  edition  of 
these  booklets  will  be  required.  Also,  because  of  the  nature  of 
the  subject,  and  the  purpose  of  the  booklet,  color  printing 
should  be  utilized  to  the  fullest  possible  extent.  Probably  the 
final  printing  order  will  be  for  an  edition  of  one  million  book- 
lets,  size   3.1X6}    inches,   consisting   of   24   pages   and   cover, 


§1G  MEUIUiMS  41 

printed  in  six-color  offset  througjhout,  using  offset  stock,  basis 
25X38—50,    for  the  interior,   and  offset   stock,   basis  25X38 

—  100.  for  the  cover,  to  be  trimmed  flush  and  two-wire  stitched, 
at  a  total  complete  approximate  cost  of  $20,875. 

Another  necessary  piece  of  direct-mail  work  is  a  simple  little 
folder  or  leaflet,  written  to,  and  for  the  benefit  of,  the  retail 
clerks  in  the  stores  where  this  oleomargarine  is  sold.  This 
leaflet  is  intended  to  explain  to  them  the  various  selling  argu- 
ments that  have  proved  most  effective  in  connection  with  this 
brand  of  oleomargarine,  the  best  methods  of  overcoming  cus- 
tomers' prejudice,  the  most  tactful  ways  to  introduce  the  prod- 
uct to  customers  who  are  not  familiar  with  its  merits,  and  so  on. 
Also  this  leaflet  will  outline  to  the  clerks  the  details  of  the 
advertising  campaign,  and  the  reasons  why  they  individually 
should  cooperate  in  it. 

These  leaflets  will  be  the  same  size  as  the  larger  booklet, 
3:iX6^  inches,  and  will  consist  of  eight  pages  with  self  cover, 
pages  one,  two,  seven,  and  eight  being  printed  in  two  colors, 
balance  one  color.    On  India-finish  antique  stock,  basis  31X41 

—  90,  trimmed  flush  and  two-wire  stitched,  these  will  cost,  in  a 
one  hundred  thousand  lot,  approximately  $625  complete. 

In  the  particular  case  of  this  oleomargarine  campaign, 
because  of  the  closeness  and  frequency  of  contact  between  the 
salesmen  and  the  distributing  trade,  both  jobbers  and  retailers, 
these  two  booklets  are  the  only  form  of  direct-mail  work 
needed. 

In  other  cases,  various  other  forms  of  mail  work  might  be 
required,  both  to  familiarize  the  trade  with  the  details  of 
the  advertising  campaign,  and  to  supplement  and  reinforce  the 
advertising  to  prospective  consumers  that  appears  in  the 
primary  mediums. 

It  is  rather  unusual  for  no  direct-mail  pieces  to  be  called  for 
as  part  of  an  advertising  campaign.  Generally  from  one  to 
three  special  folders  or  broadsides,  featuring  the  importance  of 
the  advertising  to  the  dealer,  and  of  the  dealer  to  the  advertis- 
ing, are  mailed  to  the  retail  and  jobbing  trade  (present  and 
prospective),  supplemented  by  from  one  to  a  dozen  foUow-up 
letters,  cards,  and  other  forms  of  special  mailing  pieces. 


43  MEDIUMS  §  IG 

2.  Window  and  Store  Display  Material:  The  more  valu- 
able forms  of  window  and  store  display  material  in  the  case 
under  consideration  are  as  follows  : 

A  store  card,  in  full  colors,  about  11X21  inches  in  size. 
This  rather  larger-than-usual  size  permits  any  dealer,  who  so 
desires,  to  run  the  card  in  his  local  street  cars ;  of  course,  before 
so  doing  he  has  been  sure  to  have  his  own  name  and  address 
prominently  imprinted.  In  quantities  of  ten  thousand  these 
cards  will  cost  approximately  $900. 

A  large,  handsome  cut-out,  lithographed  in  seven  colors,  on 
twelve-ply  cardboard,  14X22  inches  in  size,  and  equipped  with 
easel  back  to  enable  it  to  stand  alone.  This  is  designed  to  form 
the  central  piece  of  dealers'  window  displays.  In  lots  of  five 
thousand,  the  total  cost  will  be  in  the  neighborhood  of  $2,000. 

Three  zvindoxv  pasters,  lithographed  in  six  colors,  and  com- 
prising one  center  panel,  or  window  strip,  about  12X48  inches 
in  size,  for  the  upper  middle  of  the  window,  and  two  correlated 
side  panels,  or  columns,  of  about  the  same  dimensions,  the 
designs  of  which  face  each  other,  to  be  used  in  the  two 
sides  of  the  window.  The  cost  of  hve  thousand  of  each  of 
these  three  pasters,  or  fifteen  thousand  in  all,  will  be  about 
$1,200. 

A  dccalcomania  transfer  sign,  for  dealers'  windows  or  glass 
doors,  to  identify  the  stores  that  carry  the  brand  of  oleomar- 
garine in  question.  In  three-thousand  lots,  these  decalcoma- 
nias,  about  7X9  inches  in  size,  in  five  colors,  will  cost  about 
$500. 

An  exterior  steel  flange  sign,  lithographed  in  seven  colors, 
size  14X20  inches  (this  includes  the  2-inch  flange),  for  the 
outside  of  oleomargarine  dealers'  stores.  In  three-thousand 
lots,  these  will  cost  approximately  $1,950. 

Three  designs  for  lantern  slides,  and  two  hundred  slides  of 
each  design,  at  an  aggregate  cost  of  about  $120.  To  this  should 
be  added  about  5  cents  extra  for  each  set  of  three,  or  a  total  of 
about  $10  extra,  for  imprinting  the  name  of  the  local  dealer. 

Another  one  hundred  dollars  or  so  will  be  re(iuired  for  an 
adequate  supply  of  dummy  cartons,  for  window  display  use  by 
dealers  handling  the  line. 


§ir>  MEDIUMS  43 

Under  this  same  general  heading  of  window  and  store  dis- 
play and  dealer  helps  may  he  mentioned  a  couple  of  closely 
associated  matters.     One  such  is  the  furnishing  of  a  complete 
electrotype  service — including  electros  of  the  carton  and  the 
hrand  name,  in  several  different  sizes — for  dealers'  use  in  their 
local  advertising  in  newspapers  and  on  circulars,  hills,  memo- 
randum pads,  etc.    The  total  cost  of  this  will  not  exceed  $100. 
And  perhaps  the  most  vital  point  of  all  is  the  preparation  of 
the  portfolios   for  the  oleomargarine   salesmen  to  carry  and 
show  to  the  dealers  upon  whom  they  call.     These  portfolios 
depict  and  visualize  every  phase  of  the  company's  advertising 
efforts,  including  reproductions  of  the  actual  copy  that  is  to  be 
run  in  the  primary  mediums;  a  list  of  the  mediums  that  will 
carry  this  advertising,  with  a  detailed  statement  of  their  circu- 
lation;  reproduction  of  the  various  dealer  helps,  such  as  the 
electros,  slides,  and  the  various  types  of  display  material ;  and 
so  forth.     About   150  of  these  portfolios  will  be  needed,  in 
order  to  provide  one  for  each  oleomargarine  salesman.     They 
will    cost    approximately    two    dollars    apiece,    or    a    total    of 
$300. 

Added  up.  all  these  various  items  included  under  the  broad 
head  of  store  and  window  displays  and  general  sales  helps 
aggregate  an  estimated  cost  of  about  $7,180. 


ELIMINATION 

:{6.  Bringing  the  Expenditures  Within  the  Appro- 
priation.—The  fourth  and  final  step  in  the  selection  and 
determination  of  mediums  is  to  begin  at  the  bottom  of  the  list 
of  proposed  or  desired  mediums  and  eliminate  upwards,  until 
the  total  expenditure  is  brought  within  the  limitations  of  the 
original  appropriation. 

In  the  case  under  consideration  the  general  rating  of  the 
different  types  of  mediums  has  been  determined  upon  as  fol- 
lows: 

Primary :     Newspapers ; 

Secondary:  Direct-mail  advertising,  and  window  and  store 
displays ; 


U  MEDIUMS  §  16 

Supplementary :  Outdoor  advertising,  street-car  cards, 
novelties,  specialties,  e.tc. 

The  most  efficient  methods  of  utilizing  these  several  mediums 
have  been  determined  upon  as  follows : 

Nczcspapcrs:  A  twenty-two  weeks'  campaign  in  116  papers, 
aggregating  1.000  inches  each  in  29  of  them,  and  664  inches 
each  in  the  remaining  87,  at  a  total  cost  of  just  about  $50,000. 

Direct-Mail  Advertising:  A  twenty-four  page  booklet  cost- 
ing, for  an  edition  of  one  million  copies,  approximately  $20,875  ; 
and  an  eight-page  leaflet,  costing  for  an  edition  of  one  hundred 
tliousand  approximately  $625;  a  total  for  direct-mail  work  of 
about  $21,500. 

IVindcn^'  and  Store  Displays:  Store  card,  cut-out,  two  win- 
dow pasters  and  one  window  strip,  transfer  sign,  steel  flange 
sign,  three  lantern-slide  designs  and  600  slides,  electrotype  ser- 
vice, dummy  cartons,  and  150  salesmen's  portfolios,  at  a  total 
cost  in  the  neighborhood  of  $7,200. 

These  items  added  together  make  the  total  estimated  expen- 
diture about  $78,700. 

37.  It  is  apparent  at  once  that,  as  listed,  the  primary  and 
secondary  mediums  will  require  all  of  the  available  money,  if 
they  are  to  be  used  efficiently  and  to  best  advantage.  In  other 
words,  there  will  be  no  money  left  over,  this  first  year,  for  the 
supplementary  mediums ;  namely,  outdoor  advertising,  street- 
car advertising,  novelties,  specialties,  etc.  Of  course,  there 
should  always  be  a  certain  reserve  fund  for  advertising  emer- 
gencies of  one  sort  or  another ;  probably  before  the  year  is  over 
each  of  these  supplementary  mediums  will  be  used  to  a  certain 
extent — just  why.  when,  where,  and  how  to  be  determined  by 
circumstances  and  conditions  as  they  arise. 

But  in  this  case  it  is  not  going  to  be  enough  merely  to  elimi- 
nate those  mediums  which  stand  at  the  very  bottom  of  the  list. 
In  order  to  get  the  total  cost  within  the  limits  of  the  appropria- 
tion, it  is  going  to  be  necessary  further  to  cut  down  the  expense 
by  still  other  eliminations  from  the  list. 

Because  of  the  particular  importance,  this  first  year,  of  the 
various    secondary    mediums,    it    wouM    b?    quite    unwise    to 


5<1()  Ml'.DIUMS  -         45 

attempt  to  save  money  in  tlie  use  made  of  them.  The  large 
item  for  the  booklets,  for  instance,  cannot  well  be  reduced.  A 
striking,  impressive,  carefull\'  prepared  booklet  is  of  hrst 
importance,  and  the  quantity  needed  is  great.  Furthermore,  to 
try  to  save  money  by  cutting  down  the  quantity  would  increase 
the  cost  per  booklet,  as  only  by  large  press  runs  can  real 
economy  be  secured  in  matters  of  this  kind.  Of  course  the 
direct-mail  advertising  expense  another  year  will  be  only  a 
small  part  of  what  it  is  this  first  year. 

To  try  to  save  money  in  the  matter  of  store  and  window  dis- 
play material  would  be  equally  injudicious.  Here  again,  the 
old  adage  of  "Penny  wise  and  pound  foolish"  applies  force- 
fully. No  advertising  campaign  of  this  sort  could  attain  any- 
thing like  the  success  it  should  and  could  have,  unless  the  dis- 
play work  done  in  the  store  and  the  influence  exerted  upon 
the  dealer  are  both  adequate  and  effective. 

1  he  present  instance  is  somewhat  exceptional  in  that  so  large 
a  part  of  the  total  first  year's  expenditure  is  directed  into 
secondary  mediums  rather  than  primary.  It  should  be  remem- 
bered, however,  that  most  of  this  basic  foundation  work  had 
never  been  put  in  before,  that  no  advertising  structure  can  grow 
soundly  and  solidly  without  it,  and  that  in  succeeding  years  a 
much  larger  proportion  of  the  total  appropriation  will  be 
expended  in  those  mediums  which  actually  reach  out  into  the 
highways  and  byways  of  commerce  and  tell  the  story  of  the 
desirability  of  the  product  directly  to  the  consumer  in  her 
Jiome. 

It  must  never  be  forgotten,  however,  that  advertising,  like 
an  iceberg,  reveals  to  the  observer  only  a  small  part  of  its 
immense  structure.  In  each  case  the  hidden  part  is  the  vital 
part.  Just  as  that  one-tenth  of  the  iceberg  which  the  human 
eye  can  see  owes  its  existence  solely  and  wholly  to  the  nine- 
tenths  which  is  invisible,  because  under  the  water,  so  the  visible 
and  apparent  factors  in  advertising — the  printed  advertise- 
ments in  the  periodicals — depend  absolutely  for  their  success 
upon  the  unseen  and  generally  unknown  and  unsuspected 
foundation  work  which  has  been  put  in,  in  the  form  of  dealer 
efforts  and  merchandising  plans  and  projects. 


40  MEDIUMS  .     §16 

So  there  remains,  in  this  particulir  case,  no  other  alternative 
than  to  cut  down  the  sum  of  money  to  be  spent  in  the  primary 
mediums.  It  will  hardly  be  safe  to  do  this  by  either  shortening 
the  length  of  the  campaign,  or  by  reducing  the  units  of  space 
and  frequency.  Too  much  is  at  stake  to  justify  any  half-way 
procedure.  There  is  accordingly  nothing  left  except  to  post- 
pone, until  another  year,  the  opening  up  of  those  territories  and 
cities  which  are  of  lesser  immediate  importance.  In  other 
words,  the  list  of  cities  must  be  cut  down  a  little.  Just  how 
this  can  be  done  most  judiciously,  and  with  the  minimum  sacri- 
fice of  effectiveness,  depends  wholly  upon  the  local  oleomar- 
garine-market conditions  obtaining  in  the  different  cities  and 
territories.  Accurate  and  detailed  knowledge  of  such  condi- 
tions forms  the  only  sound  basis  upon  which  this  cutting  can 
safely  be  undertaken. 

In  the  case  under  consideration,  careful  checking  up  of  local 
marketing  obstacles  and  aids  finally  resulted  in  the  elimination 
of  nine  primary  cities,  in  which  it  had  been  planned  to  use 
10  papers  carrying  the  heavier  schedule  and  4  papers  carrying 
the  lighter  one,  and  of  30  secondary  cities  in  which  the  earlier 
plans  had  called  for  35  papers  carrying  the  lighter  schedule. 

As  finally  approved,  therefore,  the  newspaper  list  was  con- 
stituted as  follows :  Nineteen  newspapers,  receiving  the 
heavier  schedule,  located  in  15  primary  cities,  and  52  news- 
papers, receiving  the  lighter  schedule,  located  in  4  primary 
cities  and  41  secondary  cities.  This  makes  a  total  of  71  papers, 
and  56  cities,  of  which  15  are  primary  and  41  secondary.  In 
each  of  15  cities  2  papers  are  needed,  8  of  these  being  primary 
cities  and  7  secondary.  Half  of  these  8  primary  cities  require 
the  heavier  schedule  in  both  papers,  wliile  the  other  4  are  well 
covered  by  giving  only  one  paper  the  heavier  schedule  and  the 
second  paper  the  lighter  one. 

The  total  cost  of  the  22  weeks'  campaign  in  these  71  news- 
papers, at  their  card  rates  in  force  at  the  time  of  writing  this, 
is  approximately  $30,300.  It  will  be  seen,  by  comparison  with 
the  original  plans,  that  this  figure  reduces  the  year's  expendi- 
ture by  about  $19,700.  bringing  down  the  total — including  all 
secondary  as  well  as  primary  mediums — to  about  $59,000. 


i<  1()  MEDIUMS  47 

This  is  sufficiently  under  the  total  appropriation  of  $60,000 
to  leave  just  barely  enough  margin  for  safety,  and  for  such 
emergency  expenditures  as  unforeseen  conditions  may  render 
desirable,  later  on  in  the  year. 


USE   OF  MEDIUMS 

38.  The  subject  of  the  use  of  advertising  mediums  is  as 
broad  as  all  advertising  itself.  This  is  not  the  place  to  attempt 
any  comprehensive  discussion  of  this  all-inclusive  topic.  A 
good  deal  has  necessarily  already  been  said  with  regard  to  it, 
in  connection  with  the  consideration  that  has  been  given  to  the 
functions  and  characteristics  of  the  various  types  and  kinds  of 
mediums,  particularly  in  the  discussions  of  the  comparative 
advantages  of  different  classes  of  mediums,  the  various  peculi- 
arities of  their  use,  and  the  underlying  principles  governing 
their  competitive  selection.  Such  further  treatment  of  the  sub- 
ject as  shall  be  here  undertaken  accordingly  will  be  very  brief 
and  very  general  in  its  nature  and  application.  Effort  will  be 
made  only  to  outline  the  chief  fundamentals  and  to  explain  the 
basic  rules. 


COPY    SIITABILITY 

39.  So  far  as  practicable,  the  advertising  message  that  a 
selected  medium  is  to  carry  should  be  adapted  and  made  as 
appropriate  as  possible  to  that  particular  kind  of  medium. 

This  applies  both  as  regards  the  substance  and  the  form  of 
presentation  of  the  message.  That  is,  of  all  the  many  kinds  of 
appeal  and  of  all  the  various  sales  arguments  in  favor  of  the 
commodity  advertised,  those  particular  ones  should  be  singled 
out  for  use  in  a  given  medium  which  will  make  the  strongest 
impression  upon  the  readers  of  that  one  medium.  And  simi- 
larly, those  arguments  should  be  arrayed  and  presented  in  that 
physical  form  which  will  produce  the  most  telling  effect  upon 
the  audience  to  which  these  arguments  are  addressed. 

In  other  words,  both  the  style  and  the  atmosphere  of  the 
copy  should  fit — be  in  thorough  keeping  with  both  the  nature 


48 


MEDIUMS 


§16 


of  the  commodity  advertised  and  with  the  character  of  the 
medium  used.  Whenever  possible,  the  advertisement  should 
"observe  the  occasion" — speak  the  language  of  the  reader,  play 
upon  his  special  weaknesses,  anticipate  and  annihilate  his  par- 
ticular objections,  galvanize  into  favorable  action  his  pet 
excuses  for  inaction. 


Luzianne  and  Corn  Pone 


WHEN  you  see  your  mammy,  Honey, 
bringin'  in  the  coffee  and  the  pone,  you 
can  tell  before  you  taste  it  that  the  coffee's 
Luzianne— sure-nuf— by  the  whifsa-streaming, 
steaming  in  the  air. 

It's  the  coffee — Luzianne — you  remember 
and  you  hanker  after  it  until  you  get  another 
cup. 

Luzianne  Coffee  (your  grocer  has  it)  comes 
put  up  in  tins.  Try  it  tomorrow  morning  for 
breakfast.  If  it  isn't  all  you  expea,  you  can 
get  your  money  back. 

Luzianne  for  aroma,  fragrance  and  snap. 
Try  it. 


llit»,i!,.T«ylerC» 


■  When  It 
Pours,  It 
Reigns" 


l"iu.  3 

Sometimes  it  is  desirable  to  carry  this  principle  of  copy  spe- 
cialization right  down  to  its  logical  conclusion — in  other  words, 
individual  treatment  for  individual  cases.  This  is  rarely  desir- 
able, excei)t  when  only  a  very  few  mediums  are  to  be  used,  or 
when  the  space  and  cost  unit  is  large  enough  to  warrant  the 


Sl() 


MI'.DTUAIS 


49 


additional  expense  ol 
p  repa  ring  specially 
adapted  copy  for  each 
medium  on  the  list. 

Fig.  3  shows  the 
adaptation  of  the  copy 
to  use  in  a  Southern 
newspaper,  Fig.  4,  the 
copy  made  suitable  for 
a  navy  magazine,  and 
in  Fig.  5  the  copy  is' 
suitable  to  a  motion- 
picture  publication.  So 
there  may  be  adver- 
tisements that  fit  each 
class  of  publications 
just  a  little  better  than 
they  do  those  of  any 
other,  whether  they  be 
trade,  technical,  agri- 
cultural, or  class  publi- 
cations. 

40.  A  good  illus- 
tration of  specialized 
copy  is  afforded  by 
certain  trade-paper  and 
business-paper  adver- 
tising of  the  National 
Cash  Register  Com- 
pany. This  advertising 
is  so  well  specialized 
that  the  several  publi- 
cations devoted  to  each 
different  trade  or  in- 
dustry or  division  of 
commerce  —  and  liter- 
lUv  hundreds  of  them 


"Give  Vay" 

If  Ryzon  and  the  RvzoN  Baking 
Book  are  assisting  in  the  galley,  there 
is  good  reason  to  heave-to  on  the 
oars  when  shore-leave  is  over. 


THE    PERFECT    BAKING    POWDER 


and  its  mate  the  Ryzon  Baking  Book 
make  baking  better  and  safer.  RvzON 
is  healthful  and  efficient.  The  Baking 
Book  is  accurate — all  recipes  are  given 
in  weights  and  level  measurements. 

Good  grocers  supply  these  books. 


To  any  U.S. 
Army  or  Navy 
mess  officer, 
who  requests  it 
on  his  official 
stationery,  we 
will  send  free 
a  copy  of  the 
Ryzon  Baking 
Book  priced  at 
$1.00 


GENERALCHEMiCALCa 

FOOD  DEPARTMENT 
NEW  YORK 


Fig.  4 


I  L  T  102C— 5 


FHckerless  Light  with  this  Lamp 


NATIONAL 

MAZDA 


It  ha>  been  teri.iin  fmni  the  bcginninf;  tlut 
there  would  emc  day  be  a  NATKJNAL  MAZDA 
limp  with  which  mution  pictures  could  be  projected 
at  a  practical  cost. 

Here  it  is. 

This  lamp  gives  an  nl'>'}liilel\  flickerless  liijhl! 

It  sharpens  and  steadies  the  pictures.  Once 
focused,  it  requires  no  iidjiitlmenl.  It  leaves  the 
operator  "nothing  to  watch  but  the  film."  and  he 
is  therefore  able  to  devote  all  his  attention  to  giving 
you  better  pictures. 

It  reduces  the  fire  hazard.  It  does  not,  like 
other  illuminants"  used  in  projecting  pictures,  con- 
taminate and  overheat  the  air  in"  the  operator's  booth 
and  threaten  his  health. 

Because  of  these  many  advantages,  N.'\TIONAI., 
MAZD.-\  will  rapidly  supplant  the  older  light  sources 
in  motion  picture  projection — juil  as  il  has  sufplniXeJ 
lluiii  priiilinilly  e-.irylihfrf  ehe. 

For  full  information  about  this  new  lamp  or  for  help  on  anv 
cheater  Jighting  problem,  write  your  supply  house  or  -Nela  $l>e- 
cialties  Division,  N.niional  Lamp  Works  of  General  RIecinr  Co  . 
136  Ncia   I'iitk.  Cleveland,  Ohio.' 


.^ 


NATIONAL 


Fig.  S 


S  10 


M  En  11  IMS 


51 


are  used  by  this  advertiser  sonic  years — each  and  all  carry 
specially  prepared  copy,  which  presents  to  those  engaged  in 
that    particular    trade    or    industry    the    special    reasons    whv 


"This  N.  C.  R.  statement  tells  exactly  how  I  stand" 


Mr.  Banker —  • 

The  merthanl  whose  store  is  equipped 
with  the  N.  C.  R.  system  deserves  your 
special  credit  consideration. 

With  this  system  the  merchant  has 
complete  control  o(  his  business. 

A  National  Cash  Register  enforces  a 
correct  unchangeable  record  of  every  store 
transaction. 


It  enforces  accuracy  and  |ireveiils 
mistakes. 

The  N.  C.  R.  credit  filr  trlls  al  all 
times  how  much  is  tied  up  m  outstandiiii; 
accounts. 

This  complete  N.  C.  R.  store  system 
protects  the  merchant's  profit  and  makes 
him  a  good  credit  risk. 

It  enables  him  to  give  you  a  lull  and 
reliable  statement  of  his  business. 

Bankers  and  wholesalers  find  it  prof- 
itable to  protect  their  loans  by  recom- 
mending the  N.  C.  R.  system. 

The  National  Cash  Register  Company 
Dayton,  Ohio 


Fig.  6 


National  cash  registers  are  indispensable  in  that  particular 
kind  of  business  or  industry.  The  article  advertised  remains 
unchanged — the  basic  proposition   itself   is  always  essentially 


^9 


mi-:diuais 


10 


the  same.  But  the  individual  appeal  developed  is  in  each  and 
every  case  specialized  and  focalized  upon  the  particular  readers 
to  whom  it  is  addressed. 


A  hotel  checking  system  that  "checks" 


The  N.  C.  R.  checking  system  is  posi- 
tive, quick  and  accurate. 

( 1 )  It  prints  amounts  on  checks  in  large, 
legible  figures. 

(2)  Amounts  are  printed  in  a  straight 
column  making  it  easy  for  guests  and 
cashier  to  read. 

(3)  It  is  very  fast. 

(4)  It  protects  the  house  against  collusion. 

(5)  It  protects  your  good  will  with  guests 
by  preventing  overcharges. 


For  these  reasons,  you  should  instal  the 
Fill  and  mail  counon 


(6)  It  provides  an  instant  balance  when 
watches  are  changed. 

(7)  It  enables  owner,  manager  or  auditor 
to  check  records  from  registering  add- 
ing wheels — no  pencil  or  other  records 
that  can  be  changed. 

(8)  ll  classifies  the  business — cigar  counter, 
bar,  kitchen  and  so  on. 

(9)  ll  can  quickly  be  adjusted  to  meet 
special  rush  in  any  department. 

A'.  C.  R.  checking  system, 
today. 


THE  NATIONAL  CASH  REGISTER  COMPANY,  DAYTON,  OHIO 

National  Cash  Register  Company,  Dayton,  Ohio 

Please  send  me  at  once  (ull  particulars  about  the  N.  C.  R.  chrcliing  system  tfiat  "checks." 

Name— — 


Address. 


Fig.  7 


FijT.  6  shows  cash-register  copy  as  prepared  for  a  bankers' 
nrigazine,  I'^ig.  7  for  hotel  men's  trade  papers,  and  l-'ig.  8  for 
automobile  trade  papers. 


16 


MEDIUMS 


53 


41.     In  one  of   the  advertising  campaigns  of   the   Globe- 
W'ernicke  Company,  speciaHzed  copy  was  prepared  for  each  one 


"l-!BE 


Avoid  Disputes  With  Customers 


You  cannot  afford  disputes.  They 
are  costly  in  cash  and  customers. 

It  will  pay  to  prevent  them  father 
than  have  to  adjust  them. 

The  N.  C.  R.  system  in  your 
garage  will  prevent  disputes  and  pro- 
tect you  and  your  customers. 


But  disputes  are  only  one  of  the 
troubles  in  the  garage  business. 

The  N.  C.  R.  system  will  prevent 
troubles  by  enforcing  correct  records. 

It  protects  your  profits. 

It  enables  you  to  tell  nght  where  you 
stand  in  volume  of  sales  and  profits. 


C'»-(o-</olc  NM, 


Install  the  N.  C.  R.  system  in  your  garage. 
For  details  send  this  coupon  today. 


To  Dept. 

National  Cash  Register  Co.,  Dayton,  Ohio 

__,  — rTB-   »-  ^        Please   send    me   full   particulais   of   your   cash 
~  ■    tS>«^3j     register  appropnale  for  llie  garage  business,  and  tlie 
new  N.  C.  R.  Credit  File.  ■ 

Name 

Add'ecj 


Fig.  8 


of  21  distinct  divisions  into  which  the  fifty-odd  mediums  used 
in  that  campaign  were  classified.  Those  divisions  were  as  fol- 
lows : 


MEDIUMS 


^1(J 


VVomen's 

Domestic 

Style 

Home  Furnisliing 

Fiction 

Society 

Art 


General 

Literary 

Educational 

Business 

Industrial 

Political 

Financial 


Advertising 

Law 

Medical 

Scientific 

Retailing 

Engineering 

Architectural 


Not  only  did  each  class  of  medium  carry  copy  the  particu- 
larized appeal  of  which  was  believed  to  be  the  strongest  which 
could  possibly  be  addressed  directly  to  the  readers  of  that  class 
of  medium,  but  also  each  separate  advertisement  in  each 
medium  differed  from  every  other  advertisement  in  that  or  any 
other  medium.  In  other  words,  every  single  advertisement,  in 
every  single  publication,  was  different.  Such  specialization  as 
this  is,  of  course,  quite  rare. 


(  OHHKI.ATIOX 

42.  The  danger  of  copy  specialization  is  that  uniformity  of 
impression  is  thereby  often  sacrificed.  The  more  advertising 
copy  is  specialized,  therefore,  the  more  essential  it  becomes 
that  some  means  be  adopted  for  unifying  and  tying  together  all 
the  various  elements  in  the  advertising  work. 

What  Emerson  said  of  Nature  is  equally  applicable  to  adver- 
tising. "Nature,"  said  he,  "is  an  endless  combination  and  repe- 
tition of  a  very  few  laws.  She  hums  the  old  well-known  air 
through  innumerable  variations."  So  with  advertising.  Varied 
and  specialized  though  copy  may  be,  it  is  essential  that  the  "old 
air"  be  hummed  throughout. 

Ui.  Methods  of  Securins  'Correlation. — Usually  the 
best  method  for  linking  up  thu  diff'erent  lines  of  attack  is  to 
utilize  one  or  more  common,  and  more  or  less  invariable, 
identifying  agencies,  such  as : 

1.  A  trade  character — either  animated  or  in  stationary  pose. 
]'Vjr  example :  .  The  Victor  dog,  with  ears  cocked  listening  to 
"his  master's  voice";  Rastus,  the  Cream  of  Wheat  darkey; 
Velvet  Joe ;  Walter  Baker  &  Co.'s  La  Belle  Chocolatiere ;  the 
lillle   fairy  of   Eairy  .Son]);   r.oldic  and   l)iist,  the  (h)I(1    Oust 


§lfi  MEDIUMS  55 

Twins ;  the  bull,  of  Dull  Durhani  tobacco ;  the  1847  girl ;  the 
re-tire-ing  lad  of  Fisk  tires;  the  Dutch-boy  painter  of  National 
Lead ;  the  Corticelli  silk  kittens ;  the  Campbell  Soup  kids ;  the 
Old  Dutch  Cleanser  dirt-chasing  girl;  the  National  Jiiscuit 
In-er-seal  slicker  boy;  Mr.  &  Mrs.  Carter's  Inx;  Swift's  little 
cook  ;  the  O-Cedar  Polish  parlor  maid  ;  the  Clicquot  Ginger  Ale 
Esquimaux  boy;  Omar,  of  c;g::rette  fame;  the  Quaker,  of 
Quaker  Oats:  the  little  French  chef  of  Franco-American 
Soups  ;  Armour's  "Ham  what  am"  darkey. 

2.     A  standardised  suggestive,  descriptive,  or  explanatory 
phrase  or  slogan.     For  example:     "99t*oV7o  pure";  "Hasn't 
scratched  yet";  "Your  nose  knows";  "Ask  dad,  he  knows"; 
"Not  the  name  of  a  thing,  but  the  mark  of  a  service";  "Have 
you  a  little  fairy  in  your  home?";  "Pure  as  the  pines";  "Note 
the  notes"  ;  "There's  a  photographer  in  your  town"  ;  "It  floats"  ; 
"United    States    Tires    are   good   tires";   "The   national    joy 
smoke";  "Clear  as  a  bell";  "A  clean  tooth  never  decays"; 
"Good  Morning!  have  you  used  Pear's  Soap?";  "There's  a 
reason" ;  "Ask  the  man  who  owns  one" ;  "Eventually,  why  not 
now?";    "The    Prudential    has    the    strength    of    Gibraltar"; 
"Chase's  dirt" ;  "No  metal  can  touch  you" ;  "Let  the  Gold  Dust 
twins   do  your  work";   "One   policy,   one   system,   universal 
service" ;  "There  is  beauty  in  every  jar" ;  "A  skin  you  love  to 
touch";  "A  shilling  in  London;  a  quarter  here";  "A  sensible 
cigarette";  "Who's  your  tailor?";  "From  contented  cows"^; 
"Taste  the  taste";  "The  stationery  of  a  gentleman"  ;^^  "Don't 
envy  a  good  complexion ;  use  Pompeian  and  have  one" ;  "The 
recollection  of   quality   remains   long  after  the  price   is   for- 
gotten" ;  "Get  a  receipt" ;  "Good-bye,  old  hook  and  eye." 
^  3     A  prominent  fccturing  of  the  trade  mark.     For  example : 
The  United  States  Rubber  Co.'s  great  seal;  the  Gerhard  Men- 
nen's  talcum-powder  face ;  the  Armour  &  Co.  oval  label ;  the 
National  Biscuit  Co.'s  "In-er-seal"  trade  mark;  the  Hemz  "57 
Varieties" ;  the  Henry  Sonneborn  &  Co.  face ;  the  cross  of 
Purity  Cross  products;  W.  K.  Kellogg's  signature;  the  Santa 
Fe  circular  trade  mark;  the  two  Smith  Brothers'  heads;  the 
"Y-a-l-e"  trade  mark  of  Yale  &  Towne ;  the  "G.  E."  trade 
mark  of  the  General  Electric  Co. ;  the  trade-mark  portrait  of 


56  MEDIUMS  §10 

\V.  L.  Douglas,  the  shoe  manufacturer;  the  "Johns-AIanville 
service  covers  the  continent"  trade-mark  design  of  the  H.  W. 
Johns-Manville  Co. ;  the  grinning  Indian's  head  of  Skookum 
Apples;  the  Beech  Nut  Packing  Co.'s  label;  the  kneeling  figure 
design  of  Paris  garters ;  the  B.  V.  D.  red  label. 

4.  A  sta}uianli::cd  art  or  layout  treatment.  For  example: 
The  Cox  Gelatine  checkerboard  background ;  the  National 
Carbon  Co.'s  billboard  featuring  advertisements  of  Columbia 
batteries ;  the  striking  blue  background  and  blue  ribbon  of 
United  States  Tire  advertisements;  The  American  Sugar  Refi- 
ning Co.'s  standardized  layout,  type  face,  and  distinctive  cut- 
cornered  double  rule  border ;  the  International  Correspondence 
Schools'  standardized  coupon ;  the  Pall  Mall  cigarettes'  vari- 
colored whirligigs,  pinwheels,  peacocks'  tails,  and  dragons ;  the 
regularly  employed  distinctiveness  of  style  and  arrangement  of 
the  advertising  of  the  National  Cash  Register  Co.,  the  Goodyear 
Tire  &  Rubber  Co.,  the  Eastman  Kodak  Co.,  the  Joseph  Camp- 
bell Soup  Co.,  Ivory  Soap,  Old  Dutch  Cleanser,  the  Florsheim 
Shoe  Co.,  Arrow  Collars,  Cream  of  Wheat,  the  ^^^  L.  Douglas 
Shoe  Co. ;  Munsingwear ;  the  circle  design  of  Lucky  Strike 
cigarettes. 

Sometimes  this  standardization  of  art  or  layout  takes  the 
form  of  an  invariable  border  design ;  for  example,  the  Atlas 
Portland  Cement  Co. ;  Pyrene  fire  extinguisher ;  the  Regal 
Shoe  Co.;  the  Westinghouse  Electric  and  Manufacturing  Co.; 
the  Library  Bureau. 

Sometimes  it  takes  the  form  of  a  standardized  typographical 
treatment ;  for  example.  Tiffany  &  Co. ;  the  Hupmobile  auto- 
mobile ;  the  Gorham  Co. 

Sometimes  it  takes  the  form  of  a  permanent  space  unit ;  for 
example,  the  American  Telephone  &  Telegraph  Co. ;  Dodge 
Bros,  automobiles ;  the  Newskin  Co. ;  the  W'estern  Union  Tele- 
graph Co. ;  Le  Page's  glue. 

5.  A  distinctive  copy  style,  cither  of  idea,  diction,  or  phrase- 
ology. For  example :  The  man-to-man  slang  of  Prince 
Albert  tobacco  advertising;  the  Pyrene  fire  extinguisher 
frenzied  terror-of-fire  copy ;  the  gentle  philosophizing  of  \^el- 
vet  Joe  regarding  time-cured  X^elvet  tobacco  :  I'atima  cigarettes" 


§16  MEDIUMS  57 

terse,  snappy  phrases,  describing  some  occasion,  and  culmi- 
nating with  " —  and  Fatinias!";  the  "Your  nose  knows"  varia- 
tions developed  for  Tuxedo  tobacco ;  the  "boy  who  pegged 
shoes"  biographical  scries  of  W.  L.  Douglas  Shoes;  the  genial, 
irrepressible  good  nature  and  good  cheer  of  the  Western  Clock 
Co.'s  Big  Ben  advertisements. 

6.  A  sfa>idardi::cd  style  of  illustration,  most  often  of  the 
article,  the  package,  or  the  carton.  For  example:  The  Ryzon 
Baking  Powder  can  and  book;  the  3-in-l  oil  bottle;  the  Nujol 
bottle  and  clock ;  the  M.  Leone  Bracker  illustrations  for  Velvet 
Joe  tobacco ;  the  chart  of  recommendations  for  different  makes 
of  automobiles  featured  in  the  Vaccum  Oil  Co.'s  "Gargoyle" 
Mobiloils  advertisements ;  the  party-of-tourists-sailing-on-a- 
huge-travelers'-check  illustration  of  the  x^merican  Bankers' 
Association ;  the.  Forkum  fairyland  illustrations  of  Djer-Kiss 
toilet  requisites ;  the  Cushman  Parker  portraits  for  \\'elch 
Grape  Juice ;  the  Underwood  Deviled  Ham  silhouette  illustra- 
tions;  the  "bent  bones  vs.  straight  bones"  illustration  of 
Rice  &  Hutchins'  Educator  Shoes. 

44.  A  Practical  Example  of  Correlation. — Often- 
times a  number  of  different  unifying  elements  are  utilized  at 
one  and  the  same  time.  One  of  the  best  examples  of  this  may 
be  found  in  a  recent  campaign  of  the  American  Tobacco  Com- 
pany in  behalf  of  Tuxedo  tobacco.  This  campaign  was  to  a 
considerable  extent  specialized.  Week  by  week  the  copy  had 
such  timeliness  as  the  following  examples  indicate : 

In  early  spring,  "How  do  you  know  there  was  a  shower  last 
night?"  In  early  April,  "How  do  you  know  the  garden's  being 
spaded?"  In  late  spring,  "How  do  you  know  that  spring  is  in 
the  air?"  In  early  May,  "How  do  you  know  they're  mowing 
the  lawn?"  Later  in  May,  "How  do  you  know  the  blossom's 
on  the  clover?"  In  late  May,  "How  do  you  know  it's  a  carna- 
tion?" In  June,  "Flow  do  you  know  the  locust  trees  are  in 
bloom?"  In  late  June,  "How  do  you  know  your  neighbor's 
sweet  peas  are  out?"  In  July,  "How  do  you  know  the  lilacs 
are  in  bloom?"  In  August,  "How  do  you  know  you're  among 
the  water  lilies?"     In  late  August,  "How  do  you  know  ma's 


58  Mi:i)lUMS  §1G 

putting  up  preserves?"  In  September.  "How  do  you  know  that 
dinner's  ready?"  (when  you  are  in  camp).  In  October,  "How 
do  you  know  it's  apple  season  ?"  In  late  October,  "How  do  you 
know  mother's  baking  apple  pies?"  In  November.  "How  do 
you  know  it's  Thanksgiving?" 

In  spite,  however,  of  this  specialization  of  copy,  all  of  the 
many  advertisements  in  this  campaign  were  very  carefully 
linked  together  and  correlated.  This  was  accomplished  by 
utilizing,  to  some  extent,  practically  all  of  the  six  methods  of 
correlation  that  have  already  been  described. 

A  trade  character  was  employed,  in  that  the  same  man 
appears  as  the  hero  of  each  and  every  illustration.  The  stand- 
ardized suggestive  and  descriptive  phrase  used  was,  of  course, 
"Your  nose  knows,"  which  constituted  the  invariable  answer  to 
the  varying  "How  do  you  know"  c|uestions  which  comprised 
the  headings  of  the  different  advertisements. 

And  while  no  actual  registered  trade  mark  was  used,  its 
etpiivalent,  in  the  form  of  at  least  three  ditferfnt  distinguishing 
marks,  appeared  in  each  design  ;  namely,  the  special  lettering  of 
the  name  "Tuxedo,"  the  script  signature  of  the  American 
Tobacco  Company,  and  the  two  small  circular  illustrations 
accompanying  the  "Why  this  test"  instructions.  Both  the  art 
work  and  the  layouts  were  thoroughly  standardized,  one  artist 
only  being  employed  for  the  former,  and  no  liberties  whatso- 
ever being  taken  with  the  latter.  The  copy  style  was  exceed- 
ingly distinctive,  both  as  to  idea  and  as  to  execution,  and  the 
method  of  handling  it  was  consistent  throughout.  Finally,  the 
illustration  of  the  two  kinds  of  packages  in  which  Tuxedo  is 
packed  was  standardized  throughout  the  entire  series  of  adver- 
tisements. 

45.  Whatever  be  the  method  adopted,  the  essential  thing 
is  to  make  each  separate  piece  of  copy  reinforce  and  supplement 
each  other  piece,  rather  than  compete  against  it.  One  piece 
should  fit  in  with  another  as  one  cog  wheel  tits  the  oilu-r.  The 
advertisements  appearing  in  different  mediums  should  be 
welded  into  one  harmonious  consolidated  whole,  then  there 
should  be  unity  between  the  copy  ])laced  in  different  elassifica- 


Slfi 


Arr.DTUMS 


59 


tions  and  types  of  mediums,  and  also  between  the  advertising  in 
tlie  primary  mediums  and  in  tlic  secondary  and  the  supple- 
mentary mediums;  for  instance,  the  use  of  the  same  illustra- 


KEEPTORIQHT-ORIYEWITHCAREi 

HOOD  TIRES 


.rf*!3!S55»w 


/HOODv 


iTIRESA 


ARE  BETTER 
THAN  GOOD  TIRES 


Tire  Service 

in 
Road  Signs 


y^y  lot  till  0JII004  Tirt  Diilfibu' 


Hood  Tire  Signs  are  a  new  serv- 
ice to  motor  car  owners  through- 
out the  highways  of  America. 

Right  in  front  of  you,  at  dangerous  points, 
they  caution  you  night  and  day. 

Hood  Tire  Signs  also  suggest  lo  you  a  tire 
that  has  created  new  standards  of  dura- 
bility, of  wear  and  dependability. 

They  remind  you  of  the  sign  of  the  Hood 
dealer  where  Hood  service  awaits  you  in 
the  nearest  city  or  town. 

These  signs  are  a  national  etfort  to  give 
every  Hood  Tire  user  a  road  service  equal 
to  the  service  which  they  obtain  from 
Hood  Tires  upon  their  cars. 

Watch  the  Hood  Tire  Signs. 

Look  for  the  sign  of  the  Hood  dealer. 
He  will  tell  you  wherein  Hood  Tires  and 
Service  will  reduce  your  mileage  cost. 


Hood   Tire    Co.,   Inc. 

VVatertown,  Massachusetts 


Fir..  9 


and    for   hill- 


tion    for  newspaper  and   magazine   advertising 
hoards  and  for  store  or  window  cards. 

Napoleon  is  quoted  as  saying,  with  reference  to  a  proposal 
to  send  two  dilTcrent  French  armies  into  Italv,  "If  yoti  disturb 


60 


MEDIUMS 


§16 


in  Italy  the  unity  of  military  thought,  I  say  it  with  grief,  you 

will  lose  the  hnest  opportunity  that  ever  occurred  ." 

To  this  master  of  military  strategy,  any  disturbance  of  the  unity 
and  coherency  of  action  and  control  was  unthinkably  disastrous. 


Three  times  as  much  light  as  uld-fishioncd 
carbon  hnnps  Or  the  &ame  tight  tor  one- 
third  the  current  That's  the  economy  in 
using  EDISON  MAZDA  LAMPS. 

ftxe  to  d  tanon  ~  luoJjr  u^'u^  >ou  nctid  I'lcn 


GENERAL     ELECTRIC      CO  VIP  ANY 


Fig.  10 


And  the  unity  of  advertising  thought  is,  in  its  own  field,  as 
indispensable  as  is  the  "unity  of  military  thought"  in  its  field. 
Here,  then,  is  one  case  where  the  whole  may  be  made  mate- 
rially greater  than  the  sum  of  its  parts,  and  each  part  be  made 


§  Hi  Ml'.DlUiMS  Gl 

to  stand  out  more  clearly,  by  virtue  of  the  reflected  light  from 
some  other  part.  Team  work  is  just  as  essential  to  the  success 
of  an  advertising  campaign  as  it  is  to  the  winning  of  a  baseball 
game. 

Fig.  9  shows  how  the  advertiser  may  correlate  his  magazine 
advertising  and  his  outdoor  advertising.  Fig.  10  illustrates  a 
good  tie-up  between  magazine  advertising  and  window  display. 


ART    AXD    TVPOGRAPHICAT>    TREATMKXT 

46.  A  good  deal  depends  upon  the  proper  adaptation  of  the 
physical  form  and  arrangement  of  advertisements  to  the  par- 
ticular mechanical  requirements  of  the  mediums  in  which  they 
are  to  appear.  The  general  layout  effect,  and  the  character  of 
art  work  employed,  should  be  appropriate  and  suitable.  Other- 
wise the  advertiser  fails  to  make  the  most  of  the  medium. 

If  the  medium  be  one  that  is  examined  at  close  range,  and 
generally  at  the  reader's  comparative  leisure — such  a  medium, 
for  instance,  as  a  newspaper  or  a  magazine — it  is  usually  well 
to  go  into  much  greater  detail,  both  as  regards  text  matter  and 
also  illustrations,  than  if  the  medium  be  of  the  long-range, 
purely  interruptive,  catch-them-on-the-fly  type,  such  as  a  bill- 
board poster,  or  a  motion-picture  slide,  or  a  window-display 
piece. 

If  the  medium  be  of  the  periodical  class,  then  the  style  of  art 
treatment  will  depend  entirely  upon  the  mechanical  possibilities 
of  the  medium.  Most  women's  magazines,  for  example,  are 
printed  on  calendered  paper  of  very  good  quality,  permitting  of 
delicate  and  highly  artistic  art  work,  including  the  succe^ful 
reproduction  of  either  minutely  detailed  photographs,  on  the 
one  hand,  or  of  shadowy,  impressionistic  ones  on  the  oflier; 
the  finest  and  most  intricate  pen-and-ink  drawings ;  the  won- 
derful depth  and  tones  of  good  etchings,  or  the  soft  blendings 
of  light  and  shade  in  crayon  and  charcoal  drawings. 

Many  agricultural  papers,  on  the  other  hand,  utilize  cheap 
newsprint  paper  on  which  good  results  can  be  secured  only  by 
the  use  of  line  cuts.  In  them,  therefore,  a  considerably  modified 
and  simplified  style  of  art  treatment  is  desirable. 


ii-2  .MI'.DIL'.Ms  §10 

Other  kinds  of  magazines  present  still  other  possibilities  and 
limitations,  such,  for  example,  as  rotogravure,  intaglio,  and 
otTset  color  priming.  A  number  of  the  class  magazines  olTer 
excellent  four-color-process  printing  at  a  cost  low  enough  to 
justify  the  addition  of  a  color  page  or  two,  in  one  or  more  of 
them,  quite  as  much  for  the  sake  of  such  supplementary  uses 
as  can  be  made  of  these  color  pages  along  merchandising  lines 
as  for  their  own  normal  consumer  value. 


47.  The  nature  of  the  medium  has  a  great  deal  to  do  with 
the  determination  of  space  unics.  If  the  advertisement  is  of 
such  a  character  as  to  demand  or  justify  domination  over  all 
neighboring  advertisements,  then  the  space  unit  will  be  largely 
decided  by  (1)  the  size  of  the  page ;  (2)  the  method  of  making 
it  up;  and  (3)  the  probable  nature  and  number  and  size  of  the 
other  advertisements  likely  to  appear  on  it.  Each  of  these  three 
factors  is  of  course  a  variable  one,  depending  solely  upon  llu- 
medium  itself.  vSo  the  type  of  medium  should  receive  due 
consideration  in  the  determination  of  units  of  space. 

48.  As  a  general  thing,  and  subject  to  many  exceptions,  it 
may  safely  be  said  that  the  present  trend  of  experienced  adver- 
tisers is  clearly  in  the  direction  of  using  larger  and  larger  units 
of  space.  This  is  true  with  but  comparatively  few  exceptions 
so  far  as  general-publicity  advertising  is  concerned;  that  is, 
advertising  whose  chief  purpose  and  function  is  to  tell  a  story, 
to  preach  a  commercial  sermon,  and  thereby  convert  readers 
into  an  attitude  of  greater  friendliness  and  greater  desire  to 
purchase,  use,  or  recommend  the  -commodity  advertised. 

There  is  no  general  rule  as  regards  large  or  small  space  units 
in  the  case  of  advertising  the  chief  purpose  of  which  is  a  direct 
return  of  some  kind  or  other — either  a  mail  order,  or  an  inquiry, 
or  a  request  for  a  booklet,  or  sample,  or  whatever  else  the 
advertising  may  urge  the  reader  to  send  for.  Advertisers  of 
this  type,  of  course,  have  the  benefit  of  a  definite  means  of 
checking  up  the  returns  received   from   any  given   advertise- 


§10  aii:diuais  .  G.; 

nicnt,  since  their  system  of  keyinj^  all  advertisements  enables 
them  to  figure  very  closely  just  what  each  inquiry  and  each  sale 
produced  by  a  given  advertisement  costs.  In  sucli  cases,  a 
certain  space  unit  is  sooner  or  later  found  to  be  most  econom- 
ical and  therefore  most  eflicient.  Ordinarily,  this  most  effective 
space  unit  is  neither  very  small  nor  very  large.  Even  in  such 
cases  as  these,  however,  the  general  tendency  seems  to  be  in  the 
direction  of  larger  spaces  rather  than  smaller. 

Some  shrewd  advertisers  have  found  it  more  effective  to 
increase  the  number  of  their  insertions  in  a  given  issue  of  a 
given  publication  and  limit  each  insertion  to  whatever  size  has 
been  found  most  efficient,  rather  than  to  combine  these  several 
smaller  insertions  into  a  single  advertisement  of  much  larger 
size. 

Every  case  is  a  law  unto  itself,  and  every  case  must  be  judged 
upon  its  own  merits  entirely.  Just  as  the  medicine  which  the 
doctor  orders  depends  wholly  upon  his  diagnosis  of  the  patient's 
condition,  so  the  s[)ace  unit  utilized  by  an  advertiser  nnist  be 
determined  by  analysis  and  sludy  of  tliat  advertiser's  condition 
in  all  of  its  varied  aspects. 


FRKai'KNCY 

49.  Frequency  of  insertion  is  obviously  afifected  in  high 
degree  by  the  frequency  of  issue  or  appearance  of  the  medium, 
and  by  its  normal  average  duration  of  life.  Here  again,  how- 
ever, each  and  every  advertising  problem  presents  some  new 
phase  or  other,  and  the  ultimate  decision  must  rest  chiefly  upon 
the  individual  requirements  of  the  case  in  point. 


POSITION 

50.  Advertisers  usually  try  to  avail  themselves  of  every 
advantage  of  position  that  a  medium  offers.  In  making  use  of 
different  kinds  of  mediums  it  is  accordingly  helpful  to  know 
just  what  are  the  regulations  and  the  habits  of  each  with  regard 
to  this  matter.  Definite  knowledge  concerning  position  require- 
ments   is    almost    indispensable    in    all    cases    where    color    is 


04  Mi:i)ll'MS  §10 

involved,  where  coupons  are  to  be  utilized,  or  where  the  layout, 
or  actual  text  matter  of  an  advertisement  is  of  such  a  nature 
as  in  any  way  to  presuppose  a  particular  location  on  the  page, 
or  on  some  special  page,  or  a  certain  location  in  relation  to  any 
permanentlv  fixed  feature,  such  as  a  margin,  a  gutter  (made  by 
the  two  inside  white  margins)  between  two  pages  facing  each 
other,  or  some  regular  editorial  fixture. 

When  a  coupon  is  used,  it  is,  of  course,  desirable  to  have  the 
coupon  located  along  either  an  outside  or  a  bottom  margin, 
()referably  both,  in  order  to  reduce  to  the  minimum  the  trouble 
involved  in  tearing  or  cutting  it  off.  So  the  whole  layout  of 
the  advertisement  is  very  largely  dependent  upon  the  posi- 
tion which  it  is  to  occupy  in  the  medium  that  is  to  carry  it. 

I'he  same  thing  is  true  in  the  case  of  special  locations  or 
special  pages.  If  a  double-page  spread  in  a  magazine  is  con- 
templated, for  instance,  it  is  important  to  know  whether  or  not 
the  two  center  pages  can  be  secured.  If  so.  one  unbroken 
design  and  one  large  plate  will  answer  for  both  pages,  as  the 
center  gutter  between  the  two  type  pages  will  form  an  integral 
part  of  the  whole.  If,  however,  the  center  spread  is  unobtain- 
able, and  it  is  a  case  of  using  some  other  two  pages  facing,  then 
the  layout  must  allow  for  the  two  inside  white  margins,  com- 
monly called  the  gutter,  and  two  plates  will  be  required  instead 
of  one. 

Fig.  11  shows  how  one  advertiser  tied  together  the  two  pages 
of  an.  advertisement.  Another  advertiser  worked  into  the 
double-page  illustration  the  trunk  of  a  large  tree,  one  half 
of  it  on  one  side  of  the  gutter  and  the  other  half  on  the 
opposite  side,  thus  binding  the  two  pages  into  one  whole 
almost  as  well  as  if  the  two  center  pages  of  the  magazine 
had  been  used. 

Again,  if  the  adopted  space  unit  be  small,  in  comparison  with 
the  size  of  the  page  and  the  size  of  the  average  advertisement 
appearing  on  it,  then  it  will  be  well  worth  while  to  pay  the  extra 
charges  made  for  special  position  on  the  page.  Otherwise  there 
will  be  danger  that  the  advertisement  may  be  so  obscured  and 
overshadowed  as  to  sufiFer  heavily  in  efficiency,  or  perhaps  even 
be  overlooked  and  lost  entirely. 


"Just  Like  This" 

"This  glass  stopper  furnishes  a  handy  illustration  of 
the  tapered  construction  of  a  Tiniken  Bearing,  which 
resists  end-prcssurc  and  offsets  the  effect  of  wear. 

"When  I  put  this  stopper  in  its  place  it  fits.  It  docs 
not  drop  dou-n  through  the  neck  of  the  bottle,  because 
it  is  tapered. 

"Just  so  the  heavy  side-wise  lurch  of  your  car  on 
the  rough  road,  or  the  steady  pressure  as  you  round  the 
comer,  cannot  push  the  conical  cone  and  rollers  of 
the  Timken  Bearing  through  the  cup.  Whatever  the 
pressure,  the  tapered  rollers  continue  to  revolve  smooth- 
ly and  easily  between  cup  and  cone. 

"Thus  the  tapered  design  resists  perfectly  one  of  the 
most  destructive  forces,  'end-thrust'  that,  unchecked, 
would  wear  out  and  ruin  your  bearings. 

"  Now  suppose  I  turned  this  stopper  round  and 
round  in  the  neck  of  the  bottle,  till  it  wore  a  little 


**The  Glass  Stopper 
Illustrates  the  Principle'* 

Smaller.  Would  it  drop  through  or  become  loose  ^ 
No — it  would  simply  move  a  little  farther  into  the 
opening  and  fit  as  well  as  ever. 

"So  when  TinUccn  Bearings  wear  a  trifle,  as  all 
bearings  will  after  thousands  of  miles,  a  part  turn  of 
the  adjusting  nut  brings  cone  and  rollers  into  perfect 
contact  with  the  cup,  and  your  bearings  arc  as  good 
as  new. 

"That  is  why  Timkcn  Bearings  cannot  be  worn  out 
by  anything  but  accident  or  abuse— why  they  give 
greater  security  against  wear  and  replacement  of  trans- 
mission  and  rear  axle  gears— why  practically  every 
well  known  motor  car  and  truck  has  Timkcn  Bearings 
in  its  wheels." 

[m  Roller  Beariof  Cooi 
Timkcn  Bcannxt. 


I  i.T  in.>r   §  16 


s  u; 


All'.DIUMS 


(;.") 


51.  Definite  locations  with  respect  to  iLxed  points  are  most 
common  in  the  case  of  outdoor  advertising.  Now  and  then, 
however,  some  advertiser  will  try  to  turn  some  regular  period- 
ical feature  to  his  advantage,  perhaps,  for  example,  by  inti- 
mately relating  his  use  of  a  magazine  back  cover  to  the  front 
cover  subject,  or  by  directly  linking  up  his  advertisement  to  the 
subject  of  some  leading  editorial  feature. 

This  latter  practice  is  more  or  less  common  in  the  case  of 
certain  technical,  professional,  and  class  magazines,  where  an 


Ring  your  wheels 

with 'Royal  Cords'. 

It's  for  better — not 

for  worse. 

United  States  Tires 
are  Good  Tires 


The  Better  Ole 


There's  no  such 
thing  —  n  o  t  i  n 
a  tire.  Guard 
against  them  with 
'Royal    Cords'. 

United  States  Tires 
are  Good  Tires 


Fro.  IJ 


F:g.  13 


entire  issv:e  is  fre(iuently  devoted  to  some  noteworthy  new 
achievement  in  the  particular  field  covered  by  that  magazine. 
In  such  issues,  those  advertisers  whose  services  or  products 
have  been  employed  in  the  designing  or  construction  of  this 
particular  accomplishment  often  feature  this  fact  in  their 
advertisements  in  that  issue. 

Another  illustration  of  intimate  relationship  between  adver- 
tisement and  medium  is  offered  by  an  advertiser  who  has  made 
excejjtionally  telling  use  of  New  York  City  theater  programs. 


I  L  T  102C-6 


0.3  South  eotrance  to  Waiihinctun  Square;  tum  right  thru  aquart, 
passing  fountain  un  left.  Go  under  WaHhington  Arch  13.4, 
cominif  into  6th  Ave. 
14.3  1.0  FUitirun  Building  on  right,  Madison  Square  ahead  on  right. 
Crosu  23rd  St.  trolley,  and  bear  left  on  Broadway,  using 
caution  for  trafhc  regulations  at  23rd,  33rd  :ind  •12nd  Sts. 
16.1     1.8  COLUMBUS  CIRCLE;  59th  8t.  &  Broadway. 

For  diverging  routes  see  Folded  General  Index  Map  in  front  of  book. 


Route  80— New  York  City  to  Coney  Island  and  Manhattan 
Beach— 23.9  in. 

Bcvoxae  Route.  No.  SOIt. 
Long  Iklanil  Clly  kfiil  Fortai  tlllls.     Lungtr  tti&n  Rautt  't.    r»i*ni«Dt  *n4 


MlLtACE 
Total  Intcrmcd. 


For  this 


«r  exits,  sec  City  Map,  pagtc  192.  .91. 

0.0  0.0  COLUMBUS  CIRCLE,  59th  St.  &  E'way.    Go  east  on  69tb  St. 

0.5  0.5  Curve  right  at  Sherman  Statue  into  6th  Ave.  (2  blocks) 

0.6  0.1  Tum  left  on  07tb  St. 

1.1  0.6  Turn  left  under  lecond  elevated  (2  blocks). 

1.2  0  1  Turn  right  on  to  Queensboro  Bridge. 

2.7  1.5  Long  Island  City.    Straight  ahead  with  trolUy  across  viaduct. 


Drive  Now  to  the 

J^l  CV"  Free  Service 
JT  1 0  JV     Branch  at 

Brooklyn,  1207  Bedford  Ave- 

All  life  •eivlca  FREE  ocopi  •ciu.l  ic- 
pairaand  auppliea-no  raatlcr  whether  you 
uio  Fi;k  T.rct  or  not.  Viiii  Fnk  FREE 
Sctvke  bianchct  ihioughoul  jrour  liavcla. 
More  than  I2S  in  principal  cilica  — acorn- 
plela  aod  GotioUywida  fcrvica. 


§  10  MEDIUMS  67 

by  taking  the  name  of  the  particular  play  to  which  the  program 
is  devoted,  and  which  the  audience  is  to  sec  presented,  as  the 
text  for  his  advertisement  appearing  in  that  particular  program. 
Figs.  12  and  13  show  two  of  these  advertisements,  the  first 
line  of  each  being  the  name  of  the  play. 

In  the  outdoor  field,  the  most  effective  use  of  special  loca- 
tions is  that  which  in  some  way  ties  up  the  commodity  adver- 
tised with  the  location  employed.  Locations  adjacent  to  rail- 
road and  steamship  terminals  are  most  effectively  used  by 
advertisers  whose  message  is  of  such  a  nature  as  to  make  its 
strongest  appeal  to  travelers  or  conmiuters.  Locations  border- 
ing on  main  automobile  routes  are  best  used  by  advertisers  of 
automobiles  and  motor  accessories.  Fig.  14  shows  how  such  an 
advertiser  made  effective  use  of  an  item  of  local  history. 
Similar  bulletins  in  proper  locations  feature  other  adjacent 
points  of  interest  or  historical  importance. 

Similarly,  local  advertisers  often  make  special  use  of  car 
cards  in  those  cars  which  pass  their  doors,  by  featuring  the 
words  "This  car  takes  you  there." 

Still  other  instances  will  readily  suggest  themselves ;  the 
Fisk-tire  advertisement,  Fig.  15,  for  instance,  appears  at 
exactly  the  proper  place  in  an  automobile  guide  book. 


SEASONABL.ENESS 

52.  Seasonableness  is  almost  always  an  asset.  And 
because  good  advertising  usually  looks  forward,  at  least  in  its 
creation,  it  is  generally  the  part  of  wisdom  to  make  plans  for 
the  seasonable  use  of  mediums  a  considerable  length  of  time 
ahead. 

A  highly  successful  advertiser  of  cameras,  for  instance,  pur- 
poses always  to  feature  in  each  montli's  advertising  some  phase 
of  outdoor  life  which  calls  for  a  camera,  but  which  will  not 
make  its  strongest  appeal  until  at  least  a  full  month  or  so  later 
than  the  time  that  advertising  will  be  current.  In  September, 
to  illustrate,  his  advertisements  will  portray  the  delights  of  late 
autumn,  in  October  winter  scenes  will  be  used,  in  February 
the  copy  will  breathe  the  call  of  spring,  and  so  on.     In  this 


G8  MEDIUMS  §  16 

manner,  liis  advertisements  almost  always  receive  the  benefit 
of  longer  lifetimes  than  would  be  the  case  were  they  closely 
timed  to  the  immediate  present.  He  is  wise  enough  to  know 
that  the  average  American  is  always  thinking  ahead — living  in 
the  near  future  more  than  in  the  present. 

Of  course  a  great  deal  of  advertised  merchandise  is  distinctly 
seasonable  in  character.  Most  wearing  apparel,  and  practically 
all  merchandise  which  is  in  any  way  affected  by  fashion,  falls 
into  this  class;  also  a  large  proportion  of  the  ftjod  products 
which  are  advertised. 

A  certain  sweater  manufacturer  has  his  advertising  instruc- 
tions so  issued  that  his  copy  is  self-released  whenever  the 
temperature  drops  to  a  specified  point.  Hius  his  advertise- 
ments are  automatically  timed  to  appear  on  the  day  following 
the  first  cold  snap  of  the  autumn,  just  when  his  prospective 
customers  are  naturally  beginning  to  think  about  buying  new 
sweaters. 

Several  food  advertisers  regularly  take  advantage  of  the 
special  conditions  incident  to  the  Lenten  season.  Seed  adver- 
tisers, of  course,  confine  their  advertising  entirely  to  two  or 
three  months  in  the  late  winter  and  early  spring.  Innumerable 
other  instances  might  be  cited. 

53.  Timeliness  is  closely  related  to  seasonableness.  The 
more  timely  advertising  copy  can  be  made — the  greater  the 
news  interest  that  it  can  be  given — the  more  quickly  responsive 
will  its  audience  prove  to  be,  other  things  being  equal. 

At  first  thought,  soap  would  not  appear  to  be  the  sort  of 
article  which  permits  of  much  seasonableness  in  its  advertising. 
However,  one  notably  successful  soap  manufacturer  gives  to 
his  advertising  that  timely,  seasonable  tone  without  which  no 
advertising  can  make  its  strongest  appeal.  His  January  copy 
fairly  tingles  with  the  cold,  clear  air  of  a  sparkling  winter  day. 
A  few  carefully  chosen,  descriptive  phrases  culminate  in  the 
line  "What  if  your  skin  does  burn  when  you  come  indoors? 
Ivory  Soap  will  enable  you  to  wash  hands  and  face  without  a 
particle  of  irritation."  The  next  month's  advertisement  fea- 
tures an  indoor  scene,  because  i)eo[)le  are  aj)!   to  be   indoors 


§10  MEDIUMS  <■•••' 

most  during  the  month  of  February.  "The  charm  of  the 
colonial"  is  the  text  for  this  copy,  which  gradually  leads  up  to  a 
brief  statement  of  the  various  qualifications  of  Ivory  Soap  for 
cleaning  finely  finished  woodwork  and  old  furniture.  Another 
winter  advertisement  draws  its  inspiration  from  the  long  win- 
ter evenings  around  the  reading-table  lamp  with  grandmother 
in  her  easy  chair  crocheting  some  kind  of  trimming.  The  harm- 
lessness  of  Ivory  Soap  for  laundering  trimmings  and  delicate 
fabrics  of  all  sorts  is  brought  out.  Late  winter  is  blanket- 
washing  time,  therefore  the  next  advertisement  is  devoted  to 
careful  instructions  for  washing  blankets,  the  particular  rea- 
sons why  Ivory  Soap  is  best  for  this  purpose  being  clearly 
explained. 

In  the  next  piece  of  copy,  appearing  just  about  the  time  of 
spring  house-cleaning,  both   illustration   and  text  matter  are 
devoted  to  the  merits  of  Ivory  Soap  for  house-cleaning,  and  a 
special  offer  is  made  of   a  book  entitled  "Unusual  Uses  of 
Ivory,"  which  explains  just  how  to  clean  many  of  the  things 
which  ordinarily  cause  the  most  trouble  at  house-cleaning  time. 
Another  piece  of  copy  timed  to  appear  not  much  later  in  the 
spring    also    draws    its    text    from    house-cleaning    activities. 
"Mirrors"  is  the  principal  subject  selected  and  the  copy  pro- 
ceeds to  explain  the  merits  of  Ivory  Soap  for  polishing  mir- 
rors, glazed  ware,  silver,  and  similar  articles  of  all  sorts.    The 
June  advertisement  is  made  doubly  effective  because  of   its 
timely  appeal— the  washing  of  the  soft  white  clothes  dear  to 
the  feminine  heart  in  early  summer.    The  following  advertise- 
ment is  toned  to  the  hot  noontimes  of  July  days.     Illustration 
and  text  both  bespeak  warm  sunshine  and  soft  summer  air. 
From  that  point  on  it  is  a  simple  matter  to  add  that  Ivory  Soap 
is  the  third  necessary  essential  for  a  really  delightful  shampoo. 
The  August  illustration  and  copy  take  the  reader  to  the  burn- 
ing sands  of  the  bathing  beach.     The  probable  injury  to  the 
skin,  caused  by  salt  water,  summer  sun,  and  ocean  breezes,  may 
be  nullified  by  the  use  of  Ivory  Soap.     What  could  be  more 
timely?     Another  piece  of  ^\ugust  copy  plays  up  the  delights 
of  an  Ivory  Soap  bath,  after  strenuous  play  or  work  in  warm 
weather.    A  tennis  game  is  illustrated  in  the  drawing,  since  the 


ro 


MEDIUMS 


16 


tennis  season  reaches  its  height  in  August.  Then  there  is 
another  effective  piece  of  copy  for  early  autumn,  "If  you  ever 
have  gone  camping  you  doubtless  know  how  many  things  Ivory 
Soap  can  do  and  how  well  it  does  them."  The  illustration  of 
course  lends  additional  point  to  the  text. 

Autumn  time  is  pie  time.  So  the  next  advertisement  takes 
the  reader  into  the  kitchen  and  explains  why  "millions  of  good 

cooks  always  wash  their 
hands  with  Ivory  Soap 
before  baking."  To  most 
women  new  clothes  and 
October  mean  one  and  the 
same  thing.  Therefore, 
the  next  advertisement 
tells  just  how  coats  made 
of  such  hard-to-launder 
fabrics  as  white  corduroy 
may  easily  and  safely  be 
washed  with  Ivory  Soap. 
Another  October  adver- 
tisement strikes  a  chord 
that  will  find  an  almost 
universal  response — most 
men  readers  as  well  as 
every  woman  reader  will 
be  interested.  Fall  house- 
cleaning  is  the  subject, 
skilfully  handled  in  illus- 
tration and  text  matter. 
T.ace  curtains  are  referred 
^'i'^- 16  tQ    specifically;    full 

instructions  for  washing  them  with  Ivory  Soap  are  included 
in  the  copy. 

This  advertiser  is  not  content,  however,  with  merely  making 
his  advertising  timely.  He  carries  specialization  a  step  farther, 
and  in  his  farm-paper  advertising,  omits  all  fine  illustrations 
and  fussy  borders  and  decorations — rolls  up  his  sleeves,  so  to 
speak,  and  gets  right  down  to   fundamentals  with  the   farm 


Explosion 
Insurance 

This  Company  is  issuing 
special  policies  covering  the 
hazard  of  Elxplosion  upon 
Manufacturing,  Mercantile 
and  Dwelling  properties. 

Injojraitco  Company'  of 

North  America 


PHILADELPHIA 


Oldest  American 
Stock  Insurance  Company 

Downtown  OfBce:   Third  and  Wabut  Sis. 
Uptown  Office:    Real  Estate  Trust  BIdg. 


§16  MEDIUKIS  71 

women  he  is  addressing.  One  farm-paper  advertisement,  for 
instance,  is  devoted  wholly  to  dish  washing,  that  bane  of  the 
farm  woman's  existence.  Another  one  is  headed  "Women  who 
do  their  own  work."  Each  piece  of  copy  fits  the  occasion — 
talks  the  language  of  the  prospect. 

54.  Advertisers  frequently  try  to  make  their  advertise- 
ments more  timely  by  tying  them  up  in  as  close  a  relationship 
as  possible  to  some  contemporaneous  event  or  movement  of 
more  than  average  general  interest.  The  copy  used  in  Fig.  16 
was  prepared  to  appear  the  day  following  a  disastrous  explo- 
sion, and  position  was  secured  for  it  next  to  the  reading  account 
of  the  accident. 

As  illustrated  in  Fig.  17,  a  successful  phonograph  manu- 
facturer follows  very  closely  the  concert  tours  of  the  various 
famous  artists  who  have  made  phonograph  records  for  him. 
On  the  day  of  the  concert,  he  gives  to  the  local  papers  large 
advertisements  featuring  the  particular  star  involved  and  the 
various  records  reproducing  his  or  her  voice,  or  playing,. as  the 
case  may  be.  The  delight  of  hearing  the  artist  perform  right 
in  one's  own  home,  with  neither  the  trouble  nor  the  expense 
of  attending  the  public  performance,  is  effectively  emphasized. 
The  result  of  this  very  timely  advertising  has  been  most 
gratifying. 

A  large  bonding  house  has  secured  exceptional  efficiency  for 
its  advertising  by  utilizing  the  daily  papers  in  any  city  where 
occurs  a  case  of  defalcation  or  theft  by  employe  which  is  of 
more  than  passing  interest.  By  having  its  advertisement  appear 
on  the  very  next  day  after  the  loss,  and,  if  possible,  on  the 
same  page  as  the  detailed  story,  this  company  has  obtained  for 
its  advertising  an  almost  perfect  score  from  the  viewpoint  of 
timeliness. 

Manufacturers  of  fire  extinguishers,  or  of  fire-proof  mate- 
rials or  specialties,  often  capitalize  an  important  fire  by  imme- 
diately following  it  with  their  advertising  in  the  local  mediums, 
or  by  drawing  from  it  a  text  for  their  national  advertising. 

Perhaps  the  most  perfect  instance  of  seasonable  advertising 
on  record,  up  to  the  time  of  writing  this,  was  the  1917  "Save 


AIKUIUMS 


§16 


the  Fruit  Crop"  campaign  of  the  American  Sugar  Refining  Co. 
Part  of  this  campaign  consisted  of  small  newspaper  advcrtis- 


Louis 
Graveure 

is  appearing  at 

Aeolian  Hall 

Dec,  1st 


During  the  past  year,  Louis  Graveure  liaS  won  dcstrvrd 
recognition  aa  one  of  the  great  baritonos  of  the  present 
day. 

PosscsKe(l  of  a  voice  of  rich  and  resonant  lower  range, 
clear  and  powerful  as  a  bcl  canto  tenor  in 
his  higher  notes,  he  has  proved  his  ahility 
to  sing  with  equal  charm  all  the  wide 
range  of  vocal  music,  from  operatic  arias  to  simple  ballads. 
There  has  been  fTrat  demand  for  the  records  whirli  CraTcurn 
has  made  rxclueivcly  for  the  Columbia,  and  this  demand  will 
be  understood  by  any  lover  of  true  music  who  hears  them. 
At  any  Columbia  dealer's  you  may  enioy  Cravcurc  records 
plaj  ca  for  you  on  the  Columbia  Grajfonofa.  When  you  listen  to 
them,  you  will  realize  the  wholly  satisfying  qualities  of  this 
artial's  voice  and  of  Columbia  reproduction. 


New  Columbia  Rtcordt  on  Sale  the  20th  cf  Evny  Manth 


C^unbi*  CratnxU 


Columbia 

Records 


Fig.  17 

nients  urging  every  one  to  save  the  particular  fruit  crop  that 
was  seasonable  in  that  particular  locality  at  the  exact  time  of 


§1G  Mi:i)lUAIS  73 

appearance  of  that  advertisement.  To  carry  out  this  idea 
effectively,  it  was  necessary  to  speciaHze  every  single  news- 
paper advertisement  in  three  distinct  ways :  First,  according 
to  fruit  crops;  second,  according  to  localities;  third,  according 
to  weeks  of  the  year.  This  campaign  was  so  successfully  con- 
ceived and  executed  that  it  was  subsequently  pronounced  by 
the  president  of  the  sugar  refining  company  to  have  been  "a 
perfect  campaign  from  start  to  finish." 

Cases  in  point  could  be  multiplied  indefinitely,  referring  to 
such  occurrences  as  national  holidays,  as  Christmas  and  Easter 
and  Thanksgiving ;  Presidential  campaigns ;  Better-Baby 
weeks ;  Clean-up  and  Paint-up  weeks ;  National  Fire  Preven- 
tion day ;  June  weddings ;  the  Safety-First  propaganda ; 
Buy-at-home  activities ;  the  Food  Conservation  crusade ;  Auto- 
mobile, Food,  Business,  and  other  shows ;  and  so  on,  almost 
without  limit. 

Care  must  always  be  taken,  however,  not  to  overdo  these 
factors  of  seasonableness  and  timeliness,  as  too  nuich  harking 
back,  into  even  the  very  fresh  and  recent  past,  becomes  tire- 
some. People  very  soon  forget.  That  is  a  national  character- 
istic of  Americans. 


SI  riM-F:3IK!\TAL    I  SES 

55.  Properly  handled,  an  advertising  medium  nia\  be 
made  to  perform  a  number  of  supplemental  services.  In  other 
words,  in  addition  to  its  normal  function  of  delivering  the 
advertising  message  to  the  should-be  consumer,  a  good  medium 
is  capable  of  accomplishing  various  other  incidental  and  indi- 
rect functions.    These  are  the  by-products  of  the  medium. 

5(>.  Indirect  Advertising. — An  interesting  example  of 
indirect  utilization  of  magazine  advertising  is  supplied  by  two 
recent  campaigns  run  by  a  large  manufacturer  of  bags.  Most 
of  his  bags  being  sold  to  flour  manufacturers,  for  holding  flour 
to  be  sold  in  retail  stores,  the  most  logical  way  for  him  to 
increase  his  business  was  to  increase  the  total  consumption  of 
flour  in  bags.  To  increase  this  consumption,  he  advertised  the 
superiorities  of  home-made  bread,  as  compared  with  baker's 


xMEDIUMS 


§10 


bread.      (Bakers  buy  their  flour  in  large  coarse  sacks  rather 
than  in  bags  such  as  this  manufacturer  made,  therefore  the  bag 


'i^.    ^^^'  ^ 

3%^^      ^ 


^Se  Housewife's  Pride 

TH  E  housewife  who  serves  pure,  home-baked  bread  makes 
the  home  meal  a  dehght  and  a  pleasure  to  all.  She  shows 
true  moiiierly  pride  by  giving  to  her  family  the  most  whole- 
some and  strengthening  of  foods. 

And  she  displays  perfect  judgment,  because  homemade  bread 
is  not  only  the  most  nourishing,  but  is  the  most  economical  of 
foods.  Made  from  white  flour,  bread  is  highly  digestible  and 
is  turned  into  brain  and  brawn  with  the  least  tax  on  the  diges- 
tive organs.  The  wise  housewife  bakes  her  own  bread  in  large 
quantities,  and  smiles  of  pleasure  and  strong,  healthy  bodies 
proclaim  her  wisdom. 

If  you  think  baking  bread  requires  more  extra  work  than  it  is  worth, 
just  try  it  once.  You'll  be  surprised  at  the  ease  with  which  you  can 
bake  bread  along  with  your  other  cooking.  Here's  the  master  recipe  that 
will  make  your  table  a  real  thing  to  be  proud  of : 


GOOD  HOMEMADE  BREAD 

3^3  qujuls  flour;    1  tablespoonful  ««!( :  2  lableipoonful*  >uB«r:  2  ckk< 
yeatt;   3,' ^  cupful*  lukewann  water. 

Warm  baiin  aad  flour  lo  lave  time.  Sir%e  floiit  and  »ali  into  ha»in.  Crcim  yrast  a 
until  liauid.  Add  lepM  water.  Make  a  well  In  the  Soot  and  iiir  in  yfid  and  « 
Aouf  [rom  tldei,  laaving  a  wall  of  il  ritund  the  r^ast.  Cover  and  put  in  warm 
t>lacf>  uniil  fiirfacf  of  r»tt  it  thi^klr  covered  witb  bubbiei.  Then  knead  all 
the  fluiir  into  the  iponce,  uting  the  band.  Add  more  lepid  water  if  doutb  it  too 
ttiti  Ptit  ba.-tc  Into  basin,  covet  and  put  In  warm  place  to  tiie.  Knead  quivkly 
and  lichily  tucelher.  Bake  in  hot  oveD  (940^)  for  firti  filiern  minuiet.  then 
lei  heat  K'aduallr  decrease.     Time  will  dei>endon  tize  of  loaves. 


Fk;.  is 


in.'inutruiuri'r's  interests  were  directly  o])posecl  to  the  purcluise 
oi  baker's  l)rea(l  l)y  the  eoiisiuner. )      I  loth  of  these  eampaiyiis 


16  MEDIUMS 


to 


were  distinct  successes,  as  the  manufacturer's  increased  sales 
of  flour  bags  proved.  Fig.  18  is  an  example  of  one  of  his 
advertisements. 

Another  successful  advertising  campaign  which  wholly 
depended  for  the  accomplishment  of  its  purpose  upon  the 
indirect  use  of  advertising  mediums  was  a  campaign  of  the 
National  Cash  Register  Company  in  women's  magazines  and 
other  consumer  mediums.  The  copy  emphasized  how  impor- 
tant it  is  to  the  purchaser  to  "get  a  receipt,"  and  in  this 
way  brought  to  bear  upon  retailers,  of  all  sorts  and  kinds, 
all  over  the  country,  a  large  amount  of  pressure  in  the  direction 
of  their  installation  of  National  Cash  Registers,  in  order  that 
they  might  be  equipped  to  give  their  customers  the  receipt  the 
magazine  advertising  had  taught  them  to  demand.  This  cam- 
paign, too,  was  highly  successful.  Fig.  19  is  one  of  these 
advertisements? 

57.  Direct-Mail  Service. — The  fact  that  certain  medi- 
ums are  to  be  used  in  a  forthcoming  advertising  campaign  may 
be  capitalized,  often  to  considerable  advantage,  by  announcing 
it  to  the  trade,  in  the  form  of  direct-mail  work.  Usually  this 
takes  the  form  of  a  trade  folder  or  broadside,  in  which  the  out- 
standing features  of  the  campaign  are  explained,  the  several 
mediums  listed,  their  respective  circulation  figures  quoted, 
samples  of  the  copy  that  is  to  be  used  shown,  and  the  thorough- 
ness, scope,  continuity,  comprehensiveness,  or  other  particular 
merits  of  the  campaign  outlined  as  impressively  as  possible. 
Sometimes  these  folders  are  very  elaborate,  other  times  they 
are  little  more  than  proofs  of  individual  advertisements. 
Occasionally,  full-size,  full-color  reprints  of  the  actual  front 
cover  of  some  magazine  on  the  list  are  used,  the  advertisement 
usually  being  reproduced  on  the  fourth  page  and  the  two  inside 
pages  being  devoted  to  text  matter  describing  the  product  and 
the  advertising.  Such  reprints  as  these  constitute  a  good 
example  of  the  way  in  which  primary  mediums  may  be  manip- 
ulated to  render  indirect  and  supplemental  services. 

58.  Salesnien's-Helps  Service. — Anything  in  the 
nature  of  an  exhibit  that  helps  to  visualize  the  advertising  that 


\{j 


Mi:i)lU.MS 


U6 


a  manufacturer  is  doing,  to  his  salesmen,  or  to  the  jobbers' 
salesmen  who  carrv  tlie  line,  or  to  the  retailers  who  sell  it,  is 


Teach  children  to  get  a  receipt 

IT  is  often  necessary  to  send  children  to  the  store.     It  is  irritating 
when  they  bring  back  the  wrong  change.     Usually  it  means  a  trip 
to  the  store  for  father  or  mother  to  straighten  it  out. 

Have  you  had  this  experience  only  to  find  that  the  clerk  couldn't 
remember  the  transaction?  Or  that  he  insisted  it  was  not  his  error? 
Either  you  got  the  missing  change  with  an  apology,  or  the  proprietor 
gave  it  back  reluctantly,  or  he  wouldn't  give  it  back  at  all. 


If  the  clerk  feels  he  is  right,  he  may 
suspect  the  child. 

If  the  proprietor  is  convinced  you 
are  right,  the  clerk  is  open  to  censure. 

In  cither  case  an  unpleasant  impres- 
sion is  left,  and  confidence  destroyed. 

Merchants  who  equip  their  stores 
with  the  up-to-date  National  Cash 
Register  render  their  customers  a  more 
than  ordinary  service. 

They  protect  the  buyer,  child  or 
grown-up,  against  disputes.     They  pro- 


tect their  clerks  against  errors.     They 
protect  themselves  against  loss. 

TAij  machine  furnishes  every  customer 
•with  a  receipt  or  sales  slip. 

It  prints  on  this  the  amount  paid  or 
charged. 

On  this  is  also  printed  the  dale  of  sale 
and  uho  made  it. 

It  forces  a  duplicate,  printed  record 
for  the  merchant. 

It  pays  to  trade  in  stores  equipped 
with  the  up-to-date  National  Cash 
Register. 


The  National  Ca«h  Regitter  Company,  Da)rton,  Ohio 


LOOK    FOR   THIS 

SIGN    IN    THE 

WINDOW 


MK.  MERCHANT: 

One  bf  one  we  hj*e  discoveied  new  ■ 
mcrrhanls'  profits. 

We  hive  now  rttiy  for  ieWyety  many 
the  Nilionil  Ca>h  Regiiler. 

These  1116  models  are  Ihe  very  last  word  in  p 
f  o  you.  your  ctcrks  and  the  public .   The  added  imp 
menls  are  worth  your  investigation. 

Write  fo,  full  inlormation.      A.ljrns  DrpI     A. 


3C 


I'lc.  19 


of  prime  value  and  impojiance.     As  a  consequence,  salesmen's 
portfolios  have  of  late  received  a  good  deal  of  thought  and  have 


§16  MEDIUMS  77 

reached,  in  certain  instances,-  a  fair  stage  of  development. 
Frequently  they  form  so  critical  a  link  in  the  chain  of  success- 
ful advertising  that  an  advertiser  is  wise  to  pay  several  dollars 
apiece  for  them. 

Usually  the  mediums  carrying  the  advertising  are  the  suhject 
of  ([uite  a  little  attention  in  these  portfolios.  Their  strong 
points  are  explained,  the  reasons  given  for  the  inclusion  of  each 
on  the  list,  the  distrihution  of  their  respective  circulations 
detailed.  Thus  another  valurd)le  l)v-j)roduct  use  is  made  of  the 
mediums  utilized  for  the  advertising. 

59.  Display-Material  Sorvico. — The  more  effective 
and  distinctive  of  the  ideas  and  layouts  used  in  the  various 
primary  mediums,  particularly  those  treated  in  color,  may  he 
made  to  serve  a  double  purpose,  by  adapting  them  to  window- 
and  store-display  pieces.  Sometimes  an  unusually  effective 
layout  or  illustration  may  be  repeated  many  times,  in  as  many 
different  forms.  One  large  national  advertiser  utilizes  the 
designs  of  his  best  color  pages  for  the  covers  of  his  semi- 
annual style  books,  for  his  billboard  posters,  for  dealers'  win- 
dow-display cards,  for  dealers'  store  cards  (either  framed, 
hung,  or  mounted  on  easels),  as  a  prominent  feature  of  special 
letterheads  for  letters  from  his  dealers  to  their  prospective 
customers,  on  address  labels  for  his  dealers'  delivery  packages, 
on  dealers'  price  tags,  etc.  In  this  way  the  whole  campaign  is 
strengthened,  by  virtue  of  being  more  closely  knit  together. 
Each  repetition  lends  additional  effectiveness  and  power  to 
each  other  appearance  of  the  design. 

60.  Electro  Service. — Some  of  the  characteristic  illus- 
trations of  the  campaign  in  the  various  primary  mediums  are 
fre([uently  reproduced  in  electros  that  are  furnished  dcders. 
and  that  thus  link  the  dealer's  work  closely  with  the  general 
campaign. 

61.  Direct    Cooperation    From    the    Mediums. — It 

quite  often  lies  within  the  power  of  the  medium  to  render  very 
material  assistance  to  an  advertising  campaign.  Many  mediums 
go    so    far   as   to   maintain    large    and    expensive    cooperative 


78  MEDIUMS  §  16 

bureaus,  the  sole  purpose  of  whrch  is  to  help  advertisers  in  any 
and  all  reasonable  and  legitimate  ways.  Generally  such  aid 
takes  one  of  four  principal  forms. 

1.  Investigations. — A  large  amount  of  local,  sectional,  and 
even  national,  investigative  work  has  been  undertaken  by  diflfer- 
cnt  advertising  mediums  in  the  interests  of  their  present  and 
their  prospective  advertisers.  Reports  regarding  distribution 
and  trade  attitudes  are  the  most  commonly  undertaken  form  of 
research.  Of  course  a  large  part  of  this  work  has  been  too 
casual,  too  amateurish,  and  too  superficial,  on  the  one  hand,  or 
too  biased  and  too  prejudiced,  on  the  other,  to  permit  of  its 
having  much  genuine  practical  value  or  reliability  as  indicative 
of  conditions  as  they  actually  exist.  But  in  a  number  of  con- 
spicuous instances  very  fine  work  has  been  performed,  and  a 
highly  worth-while  contribution  made  to  the  available  trade  and 
merchandising  data  of  the  industries  involved,  partially  upon 
which  sound  and  successful  advertising  plans  have  been  built. 

Let  advertisers  beware,  however,  of  very  many  so-called 
investigations  that  are  investigations  in  name  only,  being  in  fact 
neither  accurate  nor  impartial,  and  which,  by  misleading  infer- 
ences, and  sometimes  by  actual  misstatements  and  deliberate 
warping  of  the  facts,  do  incalculably  more  harm  than  good  ; 
"A  little  knowledge  is  a  dangerous  thing:  drink  deep  or  taste 

not ."     Faulty  or  inadequate  diagnosis  is  apt  to  be 

fatal,  in  advertising  just  as  in  medicine. 

2.  Local  Surveys. — Many  mediums  whose  field  is  limited, 
either  geographically  or  as  regards  special  interests,  have  com- 
piled detailed  and  authentic  data  with  reference  to  population, 
crops,  per  capita  wealth,  average  wage,  trading  habits,  buying 
preferences,  and  the  various  other  conditions  obtaining  in  their 
respective  trading  territories.  Trade  maps  and  lists  of  dealers 
in  various  lines  of  trade  are  often  furnished.  Certain  pub- 
lishers have  rendered  advertisers  a  particularly  noteworthy 
service  in  their  comprehensive  surveys  of  merchandising  con- 
ditions in  their  especial  fields.  Conspicuous  examples  include 
the  Chicago  Tribune's  "Winning  a  Great  Market  on  Facts" 
book  ;  the  "Journal's  City  Analysis,"  by  the  New  York  Journal ; 
the  Cleveland  Plain  Dealer's  "To  Tell  It  to  Cleveland  Is  to  Sell 


§  ir,  MEDIUMS  70 

It  to  Cleveland"  book ;  the  New  York  Globe's  "Graphic  Com- 
mercial Survey  of  New  York  City" ;  Woman's  World's  "Hand- 
book on  National  Distribution"  and  "Guide  to  Profitable  Dis- 
tribution" ;  the  series  of  "Definite  Data  Maps"  produced  by 
Successful  Farming;  the  "Agricultural  Michigan"  book  pre- 
pared by  the  Michigan  Farmer;  the  National  Farm  Power's 
(Orange  Judd  Company)  "Automobile  Survey";  the  Boston 
American's  blueprint  Trade  Maps ;  "Pierce's  Survey,"  pub- 
lished annually ;  the  Standard  Farm  Papers'  annual  "Year 
Book" ;  the  Mitchell,  South  Dakota,  Republican's  "Cooperation 
and  Service"  booklet;  Better  Farming's  "Presentment  of 
Facts" ;  the  Cincinnati  Times-Star's  "Cincinnati — Facts  and 
Figures" ;  etc. 

Occasionally  a  local  medium  is  able  and  willing  to  go  to  the 
length  of  analyzing  the  local  market  from  some  special  point  of 
view,  thus  rendering  to  its  advertisers  and  prospective  adver- 
tisers a  complete  report  of  the  various  local  peculiarities  and 
localisms,  and  the  best  ways  and  means  of  overcoming  trade 
indifference  or  resistance,  and  of  surmounting  consumer 
obstacles  of  all  sorts.  These  differ  from  ordinary  investiga- 
tions in  that  they  have  no  specific  objective  in  view,  no  definite 
axe  to  grind,  other  than  the  general  familiarizing  of  advertisers 
with  the  facts  regarding  the  local  market  for  their  goods. 

3.  Trade  Introductions. — Through  their  promotion,  or  mer- 
chandising, or  cooperative  service  bureaus,  some  mediums 
have  developed  to  a  considerable  extent  the  service  they  can 
render  advertisers  in  the  way  of  securing  for  the  latter's  sales- 
men good  hearings  on  the  part  of  the  better  local  dealers.  This 
is  most  often  accomplished  by  sending  a  representative  of  the 
newspaper  to  accompany  the  advertiser's  salesman  and  per- 
sonally introduce  him  to  the  merchants.  In  other  cases,  letters 
of  introduction  to  the  trade  are  given  to  the  salesmen.  Very 
good  results  have  been  secured  in  many  cases  along  these 
lines. 

4.  Trade  Announcements. — Sometimes  local  mediums,  par- 
ticularly newspapers,  are  willing  to  run  off — usually  on  their 
own  presses — and  then  distribute,  a  notice  to  the  local  trade, 
that  on  a  given  date  a  certain  advertising  campaign  will  com- 


so  MEDIUMS  §  IG 

mence  in  that  medium,  running  in  accordance  with  a  specified 
schedule,  and  for  a  stated  length  of  time.  This  notice  generally 
takes  the  form  of  a  circular  letter,  a  folder,  or  a  broadside,  and 
may,  or  may  not,  include  proofs  of  sample  advertisements  of 
the  campaign. 

The  medium  urges  the  local  dealers  to  keep  their  stocks  of 
this  particular  commodity  fresh  and  ample,  in  order  that  no 
newly  created  business  may  be  lost.  Also  it  bespeaks  the 
cooperation  of  the  trade,  in  linking  up  their  individ\ial  stores 
with  the  advertising,  by  giving  special  effort  to  displaying  and 
pushing  these  goods  during  the  continuance  of  the  local  adver- 
tising campaign.  This  form  of  cooperation  on  the  part  of  the 
medium  has  usually  been  productive  of  excellent  results,  when 
properly  carried  into  execution. 

G2.  In  a  more  general  sense,  all  the  educational  work  car- 
ried on  by  advertising  mediums  and  directed  toward  a  better 
understanding  of  modern  advertising  methods  on  the  part  of 
the  local  trade,  a  truer  appreciation  of  the  value,  to  the  trade, 
of  advertising  and  advertised  goods,  and  a  keener  realization  of 
the  importance  of  linking  up  their  stores  with  the  advertising, 
should  be  included  as  a  vital  and  valuable  part  of  the  direct 
cooperation  which  mediums  are  capable  of  extending  to  adver- 
tisers. 

It  should  be  carefully  noted  that  none  of  these  four  clearly 
defined  lines  of  cooperation  obliges  the  medium  to  discriminate 
in  favor  of  any  single  one,  as  against  the  others,  of  a  number 
of  competitive  products,  or  in  any  way  subjects  the  medium  to 
charges  of  partisanship.  Whatever  a  medium  undertakes  to  do 
for  one  advertiser  should  in  no  way  prejudice  the  chances  of  a 
competitive  advertiser ;  in  other  words,  nothing  should  be  done 
for  one  advertiser  that  cannot  be  done  equally  well  for  two  or 
three,  even  when  mutually  competitive.  This  safeguard  obvi- 
ously disqualifies  a  medium  from  actually  selling  any  adver- 
tiser's goods — undertaking  to  do  so  is  clearly  beyond  the  func- 
tions of  any  medium — or  from  soliciting  or  placing  window 
displays  for  any  individual  advertiser,  or  in  behalf  of  any 
individual  commodity,  that  has  competitors  in  the  field. 


§  10  MEDIUMS  81 

Broadly  speaking,  the  chief  thing  to  be  avoided,  in  all  forms 
of  medium  cooperation,  is  the  danger  that  the  advertiser's 
judgment  of  what  constitutes  sound  advertising  value  may 
thereby  be  warped  and  twisted,  and  the  relative  merits  of  that 
which  is  of  genuine  worth,  as  contrasted  against  that  which  is 
mere  tinsel  and  glamour,  may  be  viewed  in  other  than  their 
true  perspectives. 

COXTIl.VCT    REl.ATIOXSHIPS    WITH    MEDIl  ]»IS 

63.  Advertising  mediums  are  generally  used  by  advertisers 
in  accordance  with  a  definite  contract  basis.  It  makes  little 
difference  whether  such  a  contract  for  the  use  of  an  advertising 
medium  by  an  advertiser  be  formally  worded  and  executed  on 
an  elaborately  prepared  form,  or  whether  it  be  simple  and 
in  formal  in  its  nature,  as  in  the  form  of  a  business  letter.  Most 
publishers  employ  regular  contract  blanks,  on  which  are  speci- 
fied the  various  details  of  the  order.  Advertising  agencies  like- 
wise have  their  regular  printed  forms  for  issuing  orders  in 
behalf  of  the  advertisers  for  whom  they  are  acting. 

It  makes  far  better  business  to  have  the  phraseology  of  the 
contract  as  simple  and  direct  as  it  can  be  made.  The  important 
thing  is  to  cover  all  the  essentials  of  the  contract  with  the  few- 
est possible  words.  These  essentials  should  normally  include 
the  total  space  ordered,  the  expiration  limit,  the  rate  that  is  to 
apply,  and  the  basis  upon  which  payments  shall  be  due. 
Usually  the  unit  of  space  which  will  be  used  and  the  schedule 
of  insertions  do  not  comprise  part  of  the  contract.  Any  special 
features  of  the  contract  must,  however,  be  clearly  defined  if 
they  are  to  have  legal  status. 

64.  Usual  Forms  of  Contracts. — Contracts  with  pub- 
lishers usually  take  one  or  the  other  of  two  forms.  The  general 
practice  nowadays  is  to  use  some  such  form  as  the  following, 
which,  when  accepted  by  the  publisher,  becomes  a  contract: 

Please  enter  our  order  for lines  of  space, 

to  be  used  in  your  edition,  within  a  period 

of (usually  one  year)  from  date,  at  the  rate 

of    cents  per  line.     Payments  to  be  made 

monthly  as  earned. 
I  L  T  102C— 7 


82  MEDIUMS  §  IG 

Since  this  form  of  contract  states  only  the  total  amount  of 
space  to  be  used  within  a  given  period,  the  advertiser  is  wholly 
free  to  use  it  in  such  manner  and  at  such  time  as  he  may  think 
best,  while,  at  the  same  time,  he  is  fully  protected  as  to  rate — in 
other  W'Ords,  he  has  definite  assurances  that  each  and  every 
advertisement  he  may  insert  during  the  specified  period  will  be 
charged  at  the  lowest  rate  to  which  his  entire  volume  of  adver- 
tising in  that  period  entitles  him.  It  is  obvious  that  it  is  to  the 
interest  of  the  advertiser  to  contract  for  the  largest  total  amount 
of  space  that  he  feels  reasonably  sure  he  will  be  in  a  position  to 
use  during  the  year.  On  the  other  hand,  it  is  equally  to  his 
interest  not  to  contract  for  more  space  than  he  will  probably 
use,  for  if  he  fails  to  use  as  many  inches  as  his  contract  calls 
for,  he  will,  of  course,  fail  to  earn  that  rate,  and  all  of  the 
advertising  which  he  has  done  under  that  contraot  will  be 
charged  at  the  somewhat  higher  rate  to  which  the  amount  of 
space  he  has  actually  used  entitles  him.  This  procedure  of  bill- 
ing an  advertiser  for  the  difference  between  the  rate  specified 
in  the  contract,  but  subsequently  forfeited  by  failure  to  use  the 
total  contracted  number  of  lines,  and  the  rate  to  which  he  is 
actually  entitled  by  the  number  of  lines  used  within  the  speci- 
fied period,  is  known  as  sliort-ratin«-.  It  means  simply  that 
if  an  advertiser  at  the  end  of  a  given  contract  period  has  failed 
to  use  the  total  space  contracted  for,  he  is  rebilled  for  whatever 
difference  there  may  be  between  the  price  of  the  advertising  he 
has  actually  done  at  the  contract  rate  and  the  price  of  that 
advertising  at  the  rate  to  which  it  actually  has  entitled  the 
advertiser. 

To  illustrate,  at  the  time  of  writing  this,  a  certain  newspaper 
charges  a  line  rate  of  8  cents  for  run-of-paper  space,  which,  on 
yearly  contracts,  is  reduced  to  6  cents,  5  cents,  4  cents,  and 
3  cents,  for  yearly  contracts  of  1,000  lines,  2,500  lines,  5,000 
lines,  and  10,000  lines,  respectively.  Suppose  that  a  local  store 
contracts  with  this  paper  for  5,000  lines  of  advertising  during  a 
year  at  the  rate  of  4  cents  per  line.  Space  is  used  regularly  and 
payments  are  made  from  time  to  time  as  used.  At  the  end  of 
the  year,  it  becomes  apparent  that  instead  of  using  a  total  of 
5,000  lines,  the  advertiser  in  question  has  used  only  4,000  lines. 


§10  MEDIUMS  •  83 

For  tliese  4,000  lines,  at  the  rate  of  4  cents  per  line,  he  has,  of 
course,  paid  $160.  At  the  end  of  his  contract  year  he  is  short- 
rated  by  the  publisher  in  the  amount  of  $40,  this  being  the 
ditTerertce  between  the  cost  of  4,000  lines  at  the  contract  rate 
of  4  cents  per  line,  based  on  5,000  lines,  and  at  the  rate  of 
5  cents  per  line,  based  on  2,500  lines,  which  is  the  lowest  rate 
to  which  his  4,000  lines  of  advertising  entitles  him. 

If,  on  the  other  hand,  this  same  advertiser,  during  the  year, 
should  use  enough  advertising  over  his  contracted  5,000  lines  to 
bring  the  total  up  to  10,000  lines,  practically  all  publishers 
would  give  him  the  advantage  of  the  3-cents-per-line  rate, 
applying  on  10,000-line  contracts,  although  his  original  contract 
calls  only  for  the  5,000-line  rate  of  4  cents  per  line.  In  this 
instance,  it  is  apparent  that  his  total  of  10,000  lines  of  advertis- 
ing would  cost  him  $300  rather  than  $400,  or,  in  other  words, 
he  would  receive  a  rebate  of  $100. 

Short-rating  is  always  to  be  avoided  if  possible.  It  often 
happens  that  it  is  really  cheaper  for  an  advertiser  to  continue 
his  advertising  in  order  to  fill  out  a  contract  than  it  is  to  stop 
advertising  and  vnidergo  short-rating,  even  when  it  appears 
absolutely  unnecessary  to  continue  the  advertising  for  its  own 
sake.  In  the  case  just  described,  for  instance,  the  advertiser 
made  a  serious  mistake  in  not  using  the  1,000  lines  of  advertis- 
ing remaining  unused  at  the  end  of  his  contract  year.  The 
fact  is  these  1,000  lines,  if  he  had  used  them,  would  really 
have  cost  him  nothing  whatever,  inasmuch  as  his  total  year's 
expenditure  Vv'ould  have  remained  $200,  at  the  4-cent  rate  to 
which  his  advertising  would  then  have  entitled  him,  as  com- 
pared with  exactly  the  same  expenditure  for  the  4,000  lines  he 
actually  did  use,  figured  at  the  5-cent  rate,  which  was  the  best 
rate  to  which  that  amount  of  advertising  entitled  him. 

65.  The  second  form  of  contract  between  advertiser  and 
publisher  is  nothing  more  nor  less  than  a  definite  order  for  a 
specified  imit  or  units  of  space  in  a  specified  issue  or  issues  of 
the  publication,  at  a  specified  price.  There  is  nothing  at  all 
unusual,  of  course,  about  such  a  contract  as  this — it  is  just  an 
ordinarv   business   order    form.      The   first    form   of    contract 


84 


MEDIUMS 


gl(; 


described  is  normally  employed  only  l)y  newspapers,  whereas 
the  second  form  is  of  more  frequent  occurrence  in  the  case 
of  weekly  and  monthly  publications. 

66.  Discounts  and  Special  Rates. — There  is,  at  the 
present  time,  a  marked  tendency  on  the  part  of  newspai)er  pub- 
lishers toward  doing  away  with  discounts  based  on  yearly  con- 
tracts. A  large  number  of  newspaper  publishers  have  already 
established  a  uniform  rate  applicable  to  all  advertisers  alike, 
irrespective  of  the  total  amount  of  space  used  by  each.  Such  a 
rate  is  known  as  a  flat  rate.    It  is  obvious  that  in  the  case  of 


BLANK  WEEKLY 


ADVERTISING  RATES 

Display  Advertising,  per  acate  line,  .  .  $    2.50 

Quarter  Page,  .    .    each  insertioa,  .  .    425.00 

Halt  Page,    ...              ••  .  .    850.00 

Full  Page,  inside,                     "  .  .  1500.00 

Inside  Page,  two  (clore,        "  .  .1800.00 

Second  Cover.       '■             "  .  .  1800.00 

Third  Cover,         "            "  .  .  1800.00 

Fourth  Cover,       "             "  .  .  2250.00 

Center  Double  Page,  two  colors  ■  .360000 

CLASSIFIED  RATE 

$1.25  per  Agate  Line 

Stock.   I'ouUry.  Egas.  Situations 
ther. 


Advertisements  of  I  „ 

Wanted  or  Help  Wauled    tool  to  exceed  lOU 
are  accepted  at  litis  ijte  ilpaid  for  casti  in  advance 


SIZES  OF  PLATES 

All  cuts  and  copy  intended  for  full  slngle<olumn  width 
must  me.a*ure2';  In.;  doubie-coiumn,  4*.  in. 

Pull  Pages,        Inside    .    .    .  12!'i  In.  high  by  9H  In.  wide 

Quarter  Page.         ■       ...      6      4H  "  " 

Single  Column.    "       ...  12^^ 2\t  "  " 

Double       •■  "...  12H «H  "  " 

Second  and  Third  Covers  .    .  12',4  "      "      "  9>i  "  " 

fourth  Covet 12W 9,'i  "  " 

Center  L>oublc  Page     .    ,    .  I2ii 2(r/i."  " 

CLOSING  DATE 
Copy  and  pUtes  must  be  sent  to  publishers  not 
later  thiin 

SATURDAY,  FIVE  WEEKS  IN  ADVANCE 

OF  PUBLICATION  DATE. 

Copy  and  plates  for  all  color  work  must  reach 

the  Publishing  Office  ONE  MONTH  in  advance 

of  above  date. 


GENERAL 
INFORMATION 

words  average  one  line:  fourteen  li 


°1 


and  reading 


bUck-faced  type. 


able 

AdvertiBementacontainii 

borders    etc..   arc   subjc. 

resettmtf  of  type  matter 

Ha'ftonc    platea    (or    black    or    color     p«t[c»    .1 

acceptable  only  when  made  with  screen  not  hn 

than  120.  and  proofs  in  duplicate  should  be  »u 

mitted  on  our  own  super  stock,  from   the  idcni 

cal  plates  furnished  us. 

Any  deviation  from. exact  mciauremcnls  of  plat 


for  - 


opy 


charge  for  thi 

Orders  for  preferred  pos; 
Orders    specifying    po»it 


nd  labor  of  udjusttng  dia 


Bcc.pted 


known  as  preferred  positions  ar< 

No  discounts  for  space  or  time. 

A  cash  discount  of  2'  .    will  be  allowed 

All  bills  are  due  on   the  closmg  date  o(  1 

which  the  advertisement  appears. 

A  new  rate  immediately   applies    to   all   I 

not  previously  covered  by  a  formal  ordei 

deAnile  dales  and  space. 

The  line  rate  will  apply  to  all  adv 

cepi  eXACl  quarter-page,  half-page  and  full-page 

All  note,  named  herein  are  .ub,ect  to  CHANGE 

WliHOUT  NOTICE. 


■  giving 


!>.. 


Imi;.  20 


I)ubhcations  employing  the  flat  rate  yearly  contracts  are  rather 
superfluous,  and  the  only  contract  relationship  really  necessary 
between  publisher  and  advertiser  consists  of  definite  written 
instructions  on  the  advertiser's  part  as  to  when,  where,  and 
how   the   publisher   is   to    insert   that   advertiser's   advertising 


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message.  However,  niatiy  newspapers  employing  the  flat  rate 
make  it  a  practice  to  urge  their  advertisers  to  sign  a  contract 
with  them,  because  of  the  protection  the  contract  gives  the 
advertiser  against  a  possible  increase  in  rate. 

The  larger  number  of  newspaper  publishers  still  employ  the 
sliding  scale  of  rates,  based  on  yearly  contracts,  but  the  flat 
rate  has  many  advantages  which  are  becoming  more  generally 
recognized  all  the  time.  When  the  sliding  scale  is  utilized,  dis- 
counts are  almost  invariably  based  on  space  used,  the  ordinary 
rate-determining  units  being  1.000  lines,  2,500  lines,  5,000  lines, 
10,000  lines,  and  occasionally  20,000  lines.  A  good  many  news- 
paper publishers  base  their  rate  on  so  much  per  inch,  rather 
than  per  line,  and  some  scale  their  rates  at  100,  300,  500,  and 
1,000  inches. 

If  advertising  is  to  occupy  special  or  preferred  position  and 
the  contract  is  of  the  type  that  specifies  space  units  and  inser- 
tion dates,  the  special  position  and  the  price  are  always  stip- 
ulated in  the  contract.  If  the  contract  is  of  the  kind  first 
mentioned — that  is,  for  a  certain  amount  of  space  to  be  used 
within  a  given  time — the  extra  rate  that  is  to  apply  on  all  pre- 
ferred or  special-position  insertions  is  stated  in  the  contract. 
Newspaper  publishers  usually  charge  25  per  cent,  extra  for 
so-called  full  position;  that  is,  a  position  at  the  top  of  column 
and  next  to  reading  matter,  or  first  following  and  next  to  read- 
ing matter.  Some  charge  only  20  per  cent.,  others  33}i  per  cent., 
and  some  even  as  high  as  50  per  cent.  Many  publishers  charge 
so  much  per  line,  or  per  inch,  extra  for  position,  but  these 
extra  charges,  which  are  added  to  whatever  basic  rate  the 
advertising  earns,  ordinarily  amount  to  from  one-third  to  one- 
fourth  additional. 

In  the  case  of  weekly  and  monthly  magazines,  there  are  a 
few  publishers  who  still  offer  either  time  or  space  discounts,  or 
both,  but  the  great  majority  employ  flat  rates.  There  is  also  a 
clear  tendency  in  the  direction  of  making  the  charges  for  frac- 
tional parts  of  a  page  strictly  pro  rata  to  the  charge  for  the 
whole  page.  One  conspicuous  exception  to  this  rule  is  the  case 
of  the  full-column  spaces  in  women's  magazines,  which  ordi- 
narily coiniiiaiid  a  higher  rate  than  an  e(iuivalent  amount  of 


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MEDIUMS 


80 


space  in  (juarlcr-pat^c  units.  Line  rates  are,  of  course,  almost 
invariably  considerably  higber  for  tlTC  small-space  units 
(usually  up  to  ^  or  ^J  of  a  page)  wbich  are  charged  at  tbe  line 
rate,  than  they  are  for  tbe  larger-space  units,  such,  for  instance, 
as  tbe  half  or  quarter  pages. 

67.  Rate  Cards. — Different  publications  issue  their  rate 
cards  in  different  forms.  A  number  of  rate  cards  that  arc 
typical  of  the  various  forms  used  are  given  in  Figs.  20  to  24, 


THE  REPUBLICAN 

Advertising  Rates 

7  I3-eni  columns  to  page;  21  '/4  inches  to  column: 
14  lines  to  inch 

SPACE  TO  BE  USED  WITHIN  ONE  YEAR 

DISPLAY  PER   LINE 

!  .ess   than  1 .000  lines I  0  ce  n  ts 

1.000  lines 7  cents 

2.500  lines 6  cents 

5.000  lines 5  cents 

GUARANTEED  POSITION 

Next  to  reading 10  per  cent,  extra 

Full   position 25  per  cent,  extra 

READERS 

Reading   notices 35  cents  per  count  line 

First-page   readers 50  cents  per  count  line 

Telegraph    readers $1   per  count  line 

Headlines  count  double.      All  readers  marked  Adv. 

AMUSEMENTS 
15  cents  per  Agate  line 

LEGAL  AND  POLITICAL 
15  cents  per  Agate  line 

CLASSIFIED  ADVERTISING 

One  cent  per  word  each  insertion.      No  order  accepted 

for  less  than  15  cents — cash  with  order 


Fig.  24 


Fig.  20  is  tbe  rate  card  of  a  large  weekly  magazine  with  a 
circulation  of  nearly  2,000,000. 

Fig.  21  gives  the  rates  of  a  typical  woman's  monthly  publi- 
cation with  more  than  1,000,000  circulation. 


90 


MEDIUMS 


§16 


Fig.  22  is  the  rate  card  of  an  important  standard  monthly 
magazine  having  a  circulation  of  about  1,000,000. 

Fig.  23  shows  the  rates  of  a  metropolitan  daily  paper  employ- 
ing the  flat  rate  for  all  advertisers  ;  its  weekday  circulation  is 
190,000  and  its  Sunday  circulation  135,000. 

Fig.  24  is  the  rate  card  of  a  morning  paper  in  a  city  of  about 
140.000;  circulation  about  28.000. 

One  country  weekly  paper,  with  a  circvilation  of  1,400,  quotes 
a  rate  of  10  cents  per  inch  with  15  per  cent,  discount  to  adver- 
tising agents. 

The  prevailing  rates  per  inch  per  thousand  of  circulation  of  a 
group  of  publications  representing  each  of  the  more  important 
kinds  are  given  in  Table  III. 

TABLE  III 

lIELATIVi:    KASIC    AD\TERTISINCi    RATES    OF    DIFFERENT    KINDS 
OF    PUBLICATIONS 


Kinds  of  Publications 


Rate  per 
Inch  per 
I, GOO  Cir- 
culation 
Cents 


National  Weeklies ;    6  to  17I 

Standard  ^Magazines  (general  and  literary) 

Standard  Magazines  (fiction) 

Women's  publications 

Agricultural  publications 

Juvenile  publications 

Religious  publications 

Daily  newspapers 

County  newspapers  (weekly  and  scmiv/cekly)  . . . 


I2i 

5 

7  to   ID 

7  to  10 

5 

8  to  10 

It  to  15 
10  to  20 


CATALOGS,  BOOKLHTS,  AND 
FOLDERS 

(PART  1) 


CIKCULAK   MATTEK  IX   (;ENERAIi 


GENERAL    REMARKS 

1.  A  great  variety  of  printed  matter  that  differs  widely  in 
character,  size,  and  purpose  may  be  included  in  the  general 
subject  of  catalogs,  booklets,  and  folders.  With  so  broad  a 
subject,  all  that  can  be  done  is  to  define  and  illustrate  general 
principles.  With  these  grasped,  there  should  be  little  difficulty 
in  deciding  on  the  kind  of  printed  matter  required  to  meet 
certain  needs,  or  in  preparing  something  of  an  original  nature. 
In  catalogs,  booklets,  folders,  etc.,  as  well  as  in  advertisements, 
there  is  need  for  distinctiveness ;  the  examples  in  this  Section 
should  not  therefore  be  taken  as  styles  to  be  copied  slavishly. 
Furthermore,  a  number  of  the  examples  shown  are  from  copy- 
righted publications  and  should  not  be  copied  unless  permission 
is  obtained  from  the  original  publishers. 

Then,  too,  nothing  is  gained  by  following  designs  used  by 
others.  Ideas,  however,  for  entirely  different  designs  may  be 
suggested  by  examination  of  the  work  of  others. 

This  Section  is  devoted  principally  to  the  description  of 
catalogs,  booklets,  and  folders,  with  special  reference  to  their 
form  and  appearance  and  the  mechanical  and  artistic  problems 
connected  with  their  production.  The  uses  of  such  advertising 
pieces  for  the  promotion  of  business  will  be  treated,  further 
on,  in  a  Section  entitled  Direct  Advertising. 

COPYRIGHTED     BY     INTERNATIONAL     TEXTBOOK    COMPANY.        ALL     RIGHTS     RESERVED 

§18 


CATALOGS,  BOOKLETS,  AND  FOLDl-LRS      §  IS 


CLASSIFICATION    OF    CIRCULAR    MATTER 


CATALOGS 

2.  A  dictionary  definition  of  the  word  catalog:  is,  "a  list 
or  enumeration  of  things,  sometimes  with  explanatory  addi- 
tions." The  difference  between  a  catalog  and  a  booklet  is  not 
very  marked,  but,  generally  speaking,  the  catalog  is  a  pamphlet 
of  fair  size,  with  or  without  illustrations,  in  which  a  number 
of  things  are  described  in  detail.  The  catalog  deals  more  with 
full  descriptions  of  goods,  while  the  booklet  treats  sometimes 
of  only  one  point,  and  is  written  more  in  the  argumentative 
style. 

Catalogs  usually  have,  in  addition  to  the  description  and 
illustration  of  a  number  of  articles,  some  matter  relating  to  the 
methods  of  manufacture,  the  excellence  of  the  goods,  the 
advantages  of  the  advertiser's  selling  plan,  etc.,  and  often  con- 
tain testimonials  from  users. 


BOOKLETS 

3.  Various  small  pieces  of  bound  printed  matter  known 
as  booklets,  circulars,  brochures,  primers,  etc.,  may  be  included 
under  the  general  head  of  booklets. 

'J"he  booklet  differs  from  the  catalog,  first,  in  that  it  is  smaller 
and,  secondly,  in  that  it  does  not  treat  of  such  a  variety  of 
subjects.  It  usually  has  a  single  purpose — the  presenting  of 
one  subject  or  one  line  of  argument. 

Most  booklets  printed  nowada}S  for  the  better  grade  of 
advertising  work  cither  have  covers  or  are  ])rinted  on  paper  of 
a  quality  that  can  be  used  for  both  cover  and  inside  pages. 


FOLDERS 


4.  A  folder,  as  its  name  implies,  is  a  piece  of  printed 
matter  consisting  of  only  a  few  pages  folded  one  or  more  times, 
and  not  bound  in  the  usual  book  style.     Most  folders  consist 


§18      CATALOGS,  ROOKLi:  TS,  AND  FOLDERS  3 

of  4,  6,  or  8  i')ages,  printed  on  paper  of  a  quality  that  ean  be 
used  for  both  outside  and  inside  pages.  There  is  no  fixed 
method  of  folding  or  binding  such  matter. 


PLANNING    PRINTED    ADVERTISING 

5.  Determining-  the  Kind  Needed. — The  class  of 
people  to  be  reached,  the  method  of  selling,  the  nature  of  the 
service,  and  the  goods  to  be  sold  are  the  factors  that  determine 
what  the  printed  matter  of  the  advertising  campaign  should  be. 

If  the  people  to  whom  printed  matter  is  to  be  sent  are  those 
who  receive  very  little  advertising  by  mail,  then  conciseness 
is  no^  the  most  important  point.  On  the  other  hand,  if  the 
matter  is  to  go  to  a  very  busy  class — people  that  receive  a  great 
deal  of  mail — it  must  be  either  very  concise  or  unusually  attrac- 
tive to  receive  attention,  unless,  of  course,  it  is  sent  in  response 
to  an  inquiry,  in  which  case  it  may  safely  deal  with  the  subject 
or  subjects  more  in  detail.  Whenever  a  busy  man  contem- 
plates purchasing  some  article  of  im^iortance,  such  as  an 
automobile,  for  instance,  and  sends  for  a  catalog,  he  expects  to 
receive  full  information.  However,  an  automobile  company 
might  have  brief  booklets  and  folders  for  the  jjurpose  of 
developing  inquiries. 

G.  The  important  question  when  about  to  prepare  a  catalog, 
booklet,  or  any  other  kind  of  printed  matter  is :  Is  it  to  be 
sent  in  answer  to  inquiries,  or  is  it  to  be  sent  to  arouse  interest? 
The  person  already  interested  will  pay  close  attention  and  read 
much  matter.  Where  there  has  been  no  inquiry  or  no  indi- 
cation of  interest,  the  printed  matter  must  be  more  to  the  point 
and  much  more  attractive,  if  it  is  to  receive  attention. 

7.  Size. — The  tendency  among  advertising  men  seems  to 
be  more  and  more  toward  having  printed  advertising  matter 
of  as  few  pages  as  possible.  Conciseness  is  a  virtue,  but  when 
it  is  seen  how  eagerly  the  bulky  catalogs  of  such  concerns  as 
Sears,  Roebuck  &  Company  and  Montgomery  Ward  &  Com- 
pany, the  great  mail-order  dealers,  are  read  by  hundreds  of 


4  CATALOGS.  BOOKLETS,  AND  FOLDERS       §  18 

thousands  of  people  in  small  towns  and  rural  districts,  it  is 
evident  that  there  can  be  no  set  rule,  but  that  the  size  of  a 
catalog  or  booklet  nutst  be  determined  by  a  most  careful  study 
of  its  purpose. 

It  would  be  poor  policy,  for  instance,  for  the  International 
Correspondence  Schools  to  send  to  those  who  inquire  about 
courses,  a  brief  booklet  giving  merely  the  list  of  subjects  taught 
in  a  course,  and  a  few  other  details.  These  inquirers  want 
more  information  than  such  a  booklet  would  afiford,  and,  exjept 
in  a  few  cases,  will  not  pay  for  a  course  until  they  are  fully 
convinced  that  the  instruction  will  be  of  great  benefit  to  them. 

The  average  inquirer  about  a  piano  or  a  kitchen  range  will 
not  be  convinced  by  a  mere  illustration  with  a  price  under  it. 

8.  In  plannuig  printed  advertising  matter,  the  writer  should 
put  himself  in  the  place  of  the  person  that  is  to  receive  it.  He 
should  imagine  that  he  is  that  person,  and  should  endeavor  to 
determine  how  much  information  he  would  want.  The  Inter- 
national Correspondence  Schools  prepared  a  booklet  to  be  sent 
to  capitalists  and  employers  describing  the  work  of  the  institu- 
tion in  about  one-sixth  of  the  space  in  which  the  same  subjects 
would  have  been  described  to  an  inquirer  about  a  course ;  the 
reason  for  the  condensation  was  that  capitalists  and  employers 
are  interested  merely  in  the  characteristic  features  of  the  Inter- 
national Correspondence  Schools  and  not  in  the  details  of  its 
methods  and  its  courses. 

9.  Influence  of  Method  of  Selling?. — If  the  method  of 
selling  is  by  agents,  or  retailers,  there  is  not  the  urgent  need 
for  completeness  as  to  description,  illustrations,  and  all  details 
as  there  is  where  the  sale  must  be  closed  by  mail,  because  the 
agent  or  the  retailer  can  supply  details  that  are  not  given  in 
the  printed  matter  and  possibly  show  the  goods  themselves.  A 
piano  manufacturer,  for  instance,  may  send  to  inquirers  a 
handsome  catalog  consisting  mostly  of  fine  illustrations,  and 
by  then  referring  the  inquiry  to  an  agent  in  the  inquirer's  town, 
make  it  possible  for  the  inquirer  to  see  the  piano  in  the  local 
salesroom.  It  is  safer  not  to  leave  too  much  to  agent  or  retailer, 
but  to  describe  the  article  as  attractively  as  possible,  and  possi- 


MAXIM  SILENCER 
For  Ford  Cars 

Practically  every  third  car  is  a  Fcrd.  Eccry  Ford  Car 
needs  a  Maxim  Silencer.  Every  Maxim  Silencer  you  sell 
pays  you  a  good  profit.  It  is  a  money-making  Ford 
accessory   that  you  should  by  all  means  handle  and  push. 

The  Maxim  Silencer  makes  the  Ford  motor 
as  quiet-running  as  the  most  expensive  cars. 
It  also  increases  the  engine's  efficiency  by  de- 
creasing back  pressure.  It  saves  gasoline, 
makes  the  car  quicker-starting  and  a  better 
hill-climber. 

The  fame  of  the  Maxim  Gun  Silencer  and 
the  Maxim  Motor  Boat  Silencer  almost  in- 
stantly established  a  nation-wide  demand  for 
this  new  Automobile  Silencer.  It  is  backed  by 
an  extensive  advertising  campaign.  The  price 
is  so  reasonable  that  it  is  within  the  reach  of 
every  Ford  owner. 


303     §  18 


Fig.  I 


K^^p  ®i|ta  at  l|att& 


And  when  canvassed  for  LIFE  INSURANCE 
ask  the  agent  the  questions  given  below^.  If  he 
cannot  say  "yes"  to  e^ch,  his  company's  policy  is 
not  as  liberal  as  the  policies  issued  by  the 

MusBntiinBtttB  iltutual 
Utfr  Hlnauranrr  (Eumpanu 

SPRINGFIELD.  MASS. 

Incorporated    1 85 1 

Under  which  a  policyholder  enjoys  all  the  privi- 
leges that  an  affirmative  answer  indicates. 

1.  Is  the  policy  issued  under  the  Massachu- 
setts Non-Forfeiture  Law? 

2.  Does  the  policy  participate  in  annual  divi- 
dends? 

3.  In  case  a  policy  lapses  through  non-pay- 
ment of  premium,  and  becomes  paid-up  for  $  1 00 
or  more,  does  it  participate  in  dividends  ? 

4.  Can  dividends  be  used  each  year  to  reduce 
premium  payments? 

5.  Or,  if  desired,  to  buy  an  annual  addition 
to  the  policy? 

I 

Inside  pages  ui  a  folder  used  ii 
308    S  IS 


6.  And  if  used  to  buy  additions,  can  the»e 
additions  be  surrendered  on  any  anniversary  of 
the  policy  after  the  second  ? 

7.  If  preferred,  can  dividends  be  left  with  the 
company  to  accumulate  at  compound  interest? 
And 

8.  Can  the  whole  or  any  part  of  the  sums  so 
accumulated  be  at  any  time  withdrawn  in  cash  or 
used  in  payment  of  premiums  ? 

9.  Can  the  premium-paying  period  be  reduced 
by  the  use  of  accumulated  dividends? 

1 0.  Can  the  policy  be  surrendered  for  cash  on 
any  anniversary  after  the  second? 

I  I .  Are  the  cash  values  for  each  year  written 
in  the  policy?  » 

1 2.  Does  the  policy,  in  case  of  failure  to  pay 
a  premium  aifter  three  amnual  premiums  have  been 
paid,  become  binding  upon  the  company  as  a 
paid-up  insurance.  WITHOUT  ANY  ACTION 
ON  THE  PART  OF  THE  INSURED? 

1  3.  Are  paid-up  values  for  each  year  written 
in  the  policy? 

1 4.  Can  such  paid-up  insurance  be  surrendered 
for  its  cash  value  on  any  subsequent  anniversary? 

15.  Is  an  extended  term  insurance  policy  granted 
on  request  in  case  of  lapse? 

1 6.  If  so,  has  such  extended  term  Insurance  a 
cash  surrender  value,  and  does  the  policy  partici- 
pate in  annual  dividends? 


insurance  uunipuny's  foUuw-uy 


ccmice 

e  (ullv 

1205 


AD.  WRITER  WAXTED— E: 
for  man  able  to  >vntr  cn5p  and  cnpin.ir  ,,  ,  , . 
The  advancement  will  be  rapid,  better  the  work, 
bigger  the  salary:  a  knowledge  cf  mechanical 
lines   will   be   an   advantage.     Address  Agency, 


STENOGRAPHER,  private  secrctarv;  rapid 
enough  to  take  board  mectinss;  $1J0  month  to 
tart,  with  advancement  to  official  position.  X. 
'    '  ,545  H       ■■ 


CORDAY  &  GROSS  want,  permanently,  a 
designer  of  covers  and  cf  general  buukJtt  and 
catalogue,  illustrative  and  decorative  work:  an 
apt  man  with  good  ideas  and  ability  to  portray 
them.  Corday  &  Gross.  Anti-Waste-Basket 
PrinterSi  Cleveland    Ohio. 


WANTED. — Thoroughly  competent  double 
entry  bookkeeper;  must  write  good  hand  and 
furnish  unquestionable  references:  salarv  $-0  to 
125  per  week.  Exceptional,  3-0  Herald  Down- 
town. 


FOREMAN 
steam  constn 
riptaik        P;  imber     .-IfH     Hr 


look     after     jl  ruling     and 


•MF.iHANlCAL     dri.d 
experienced   in   the  detail   design   ol   steam  a 
electrical    apparatus,    tools   and    manufacturing 
methods.     Address  box   K.   S.,  31    Washington 
St.,  Brooklyn,  N.  V. 


YOUNG  woman  with  knowledge  of  stenog- 
raphy and  double-entry  bookkeeping;  need  not 
be  an  e.xpert,  but  must  wntc  well  and  knew 
arithmetic  thoroughly.  Address  in  own  hand- 
writing, stating  salary  expected,  G.,  452  Lexing- 
ton Ave. 


MAN.^GER  able  to  build  up  department  of 
advertising  art  for  leading  engraving  and  printing 
house:  also  to  contract  for  catalogues  and  book- 
lets; must  know  engraving,  printing,  sales  meth- 
ods, and  advertising  literature.  Apply  to  Order 
Taker,  box  450  Herald. 


COMPETENT  double-entry  bookkeeper  in 
extile  line:  commission  house:  state  experience, 
alary  required.     Willing,  226  Herald. 


W.^.NTED. — Experienced     stenographer    and 

t^-pewnter;  must  be  rar-id  and  accurate.  Apply 
to  superinur.dent.  Chapman  &  Co.,  Fulton  St  , 
BrooKK-n. 


GOODRW 

FOR.  SPECIALLY 
TRAINED   PEOPLE 


young 

■ation. 

.-iriment: 


11  ranicu- 
«  Superin- 


BOOKKEEPER  who  is  thoroughly  familiar 
with  ctpavtrr.ent  stcre  work:  knows  s>  stems 
and  up  to  date  in  every  respei-t:  good  opportunity 
to  wide  awake  man;  Al  references  required. 
Address,  stating  salary  expected,  K.,  17X  Herald 


W.\.NTED. — Experienced     man     for     interior 
and   intercommunicating   telephone  work;  must 
understand   wiring   for  intercommunicating   sys- 
state    wapes    expected, 
aid  Downtown. 


terns    and    telepho.... 
Address  E.  M.,  570  H 


WA.NTED  Signs.— We  w-ant  a  glass  sign 
painter;  permanent  situation  and  good  wages. 
Address  Dames  Manufacturing  Co.,  Pittsburg, 
p^ 


ENGINEERS,  marine,  in  operating  suction 
dredges  in  salt  water;  salary  Jl.SOO;  state 
former  and  present  employers.  Engine,  396 
Herald  Do-vntown. 


WANTED. —  ARCHITECTURAL  DRAFTS- 
man.  Address,  giving  full  particulars  and 
ape,  education,  experience  and  salary  expected. 
No.  515,  care  Engineering  Record. 


STENOGRAPHER.— Large  law  firm  require 
expert:  must  be  able  to  take  175  v.-ord.^  a  minute; 
salary  $30  a  week.     F.  .M.,  296  Herald. 


npleie 
cppo'r- 
Fiox    2291, 


HEATING  ENGINEER  WANTED— PER- 
manent  position  in  Philadelphia  for  the  right 
man;  must  be  qualified  to  design  and  supervise 
construction  of  all  classes  of  steam  and  water 
heating,  power  piping,  etc.  Address.  No.  506, 
Engineering  Record 


PO.^ITION  AS  SUPERINTENDENT  OF 
erection,  with  company  handling  steel  rail- 
road bridges  and  viaducts,  light  hiijhway  bridges, 
mill  buildings,  substructures  of  piles,  cylinders. 
masonry  and  concrete,  etc.;  requires  executive 
ability  to  control  and  direct  twenty  or  more 
construction  crews:  give  age.  detailed  experience. 
references,  salary  expected,  and  when  can  report. 
Address,  No.  521,  Care  Engineering  Record. 


SHEET-METAL  WORKERS,  experienced  in 

sheet  metal  window  frame  work;  good  wages  and 
steady  employment.  Klauer  Mfg.  Company 
Dubuque,  Iowa. 


W.^NTED — Railroad  draftsman  familiar  with 
track  and  station  layouts:  work  in  vicinity  of 
New  York  City.  Address  "D.  A.  3,"  Engineer- 
ing News.  New  York. 


A  man  to  manage  our  plumbing  department: 
one  that  is  capable  of  drawing  plans  lor  steam- 
and  hot-water  jobs,  plumbing,  estimating  same, 
buying  plumbing  apd  steam  heating  goods,  buy- 
ing tinners'  supplies,  estimating  on  tin  work;  in 
fact,  we  want  a  man  fitted  to  look  after  our  tin 
shop  and  plumbing  business.  Address  C.  M.  Dur- 
land,  care  L.  H.  Durland,  Son  &  Co.,  Watkins, 
N.  Y 


MACHINIST    in    small    jobbing    shop;    central 

location;    with    some    experience    as    leading 

hand  on  repairs  to  engines,  pumps,  boilers,  etc 

building    machinery    from    d"- "'•'"-     •"•>"•<•;" 


uiiQing    macninciy    iiuiii    ui,i»,„^a,    managing 
■ork  and  men  both  in  shop  and  outside.     Address 

ith   particulars  of  p •"•"  ••-'-i'-""'«'-«     <■■•». 

id  sa]ar> 


andm, 
ing  kn 
Electr 


„ -.  employineot,  agy 

L  502.  Ktccrd. 


308 


Fig.  3 
First  pace  cf  a  4-pai.'e  folder  prepared  <or  distribution  by  hand 


§18      CATALOCS.  BOOKLISTS,  AND  FOLi:)KRS  5 

bly  leave  the  price,  the  plan  of  payment,  etc.  to  the  salesman, 
especially  if  the  price  is  the  greatest  obstacle  to  overcome  and 
the  point  on  which  personal  talk  and  demonstration  is  most 
needed.  A  great  deal  of  first-class  advertising  matter  is  printed 
not  to  bring  direct  orders,  but  to  send  the  inquirer,  or  recipient, 
to  a  retailer.  But  as  not  all  retailers  handle  the  advertised 
goods,  many  advertisers  provide  for  a  direct  sale  in  case  the 
prospective  purchaser  cannot  get  what  he  wants  at  the  retail 
store.  Direct-by-mail  to  the  consumer  forms  a  very  large 
advertising  field  and  will  be  treated  in  another  Section. 

10.  Influence  of  Nature  of  the  Article. — It  is  mani- 
fest that  in  preparing  a  booklet  describing  an  ordinary  toilet 
soap  the  writer  need  not  go  as  much  into  detail  as  he  should  in 
writing  a  catalog  describing  high-priced,  intricate  machinery. 
As  a  general  rule,  the  greater  the  cost  of  the  article,  the  greater 
the  need  for  full  description. 

11.  Circulars   for   Use   of   Retailers    and   Jobbers. 

Many  circulars  are  printed  with  the  idea  that  they  will  be  given 
out  by  the  retailer  and  not  sent  by  the  manufacturer  direct  to 
the  prospective  purchaser. 

Sometimes  it  is  a  good  sales  policy  to  supply  the  jobbers  and 
middlemen  with  circulars  to  enclose  with  correspondence  and 
bills  going  to  retailers.  If  there  are  no  middlemen  such 
circulars  can  be  used  by  the  manufacturer.  Fig.  1  shows  the 
front  page  of  a  circular  used  by  the  Maxim  Silencer  Company. 

12.  Folders  for  Follow-Up  Letters. — Good  folders 
are  very  helpful  when  sent  along  with  form  letters  in  follow-up 
systems.  The  question  of  cost  is  frequently  an  obstacle  in 
making  a  sale.  A  prospective  will  inquire  about  a  set  of  books, 
a  piano,  an  investment  of  some  kind,  an  insurance  policy,  etc., 
and  then  finally  conclude  that  it  costs  too  nuich  money.  A 
vigorous  canvass  is  then  needed  to  show  that  the  expenditure 
is  an  investment,  not  an  expense. 

While  it  is  advisable  to  present  the  strongest  argument  when 
the  inquiry  is  first  answered,  some  additional  "sledge-ham- 
mer blows"  at  the  chief  obstacles  in  the  way  of  a  sale  are 
effective  in  the  follow-up.    In  Fig.  2  are  shown  the  inside  pages 


<;  CATALOGS.  BOOKLETS,  AND  FOLDERS      §18 

of  a  4-page  folder  used  by  an  insurance  company  in  its  follow- 
up  to  overcome  the  prospective's  hesitation  in  coming  to  a 
decision  as  to  which  is  the  best  company.  Therefore,  this 
argument  is  right  to  the  point,  and  in  case  the  agent  is  not  able 
to  see  the  prospective  immediately,  the  folder  may  temporarily 
keep  the  business  from  going  to  another  company. 

13.  Circulars  for  Distribution  by  Hand. — In  Fig.  3 
is  shown  the  first  page  of  a  4-page  folder  prepared  by  the 
International  Correspondence  Schools  for  distribution  by  its 
field  representatives.  A  million  circulars  of  this  kind  are 
handed  out  in  shops,  factories,  stores,  etc.  every  month.  This 
circular  does  not  present  a  complete  canvass.  It  is  practically 
an  expanded  magazine  advertisement.  It  does  not  explain  the 
method  of  teaching  employed  by  the  International  Correspon- 
dence Schools,  nor  does  it  give  the  price  of  any  course.  The 
object  is  merely  to  interest — to  convince  the  reader  that  tech- 
nical education  means  a  higher  position  and  a  larger  salary  and 
to  arouse  his  ambition  and  impel  him  to  investigate  further. 
An  attached  post  card  gives  a  list  of  the  various  courses  and 
provides  a  convenient  way  l)v  uliii-h  the  reader  can  obtain 
further  details. 

MIX  IIANICAL   DI:TA1LS 

14.  The  important  mechanical  details  to  be  decided  on 
when  planning  a  catalog,  booklet,  or  any  other  kind  of  circular 
are  the  following:  Size  of  the  leaf ;  number  of  pages;  method 
of  binding;  the  kind  of  illustrations  that  shall  be  used,  if  any; 
if  the  catalog  or  booklet  is  to  have  a  cover,  the  kind  of  cover 
that  shall  be  used,  whether  paper,  cloth,  leather,  etc. ;  the 
quality  of  stock,  the  design  and  the  color  combination  for  the 
cover ;  and  the  paper,  typography,  and  color  combination  for 
inside  pages. 


§]8   CATALOGS,  r.()()KLl-:TS,  AND  FOLDERS 


SIZE  OF  LEAF 

15.  Standard  Proportion. — Amon^-  ])ook  printers  tliere 
is  a  standard  proportion  tliat  provides  tliat  the  leni^th  of  a  book 
should  be  one  and  a  lialf  times  the  width.  The  size  of  the  pages 
of  this  Section  conforms  very  nearly  to  that  standard.  In 
accordance  with  this  rule,  a  catalog  that  is  6  inches  wide  should 
be  9  inches  long.  It  is  not  necessary  or  even  desirable  to  follow 
the  rule  invariably,  for  originality  and  individuality  should  be 
sought  when  they  can  be  attained  without  the  sacrifice  of  any- 
thing else.  If  the  designer  of  catalogs  and  booklets  is  original 
enough  to  depart  from  the  standard  proportion,  well  and  good, 
but  he  will  be  sure  of  a  good  effect  if  he  makes  the  length  of 
his  book  about  one  and  a  half  times  the  width.  Sometimes 
the  subject  of  the  catalog  makes  it  desirable  to  adopt  a  long 
narrow  page  or  a  page  that  is  almost  square.  Three  favorite 
sizes  in  catalogs  are  the  4^"X6"  size,  the  6"X9"  size,  and  the 
9"X12"  size.  These  are  well  adapted  to  filing  and  are  more 
likely  to  be  kept  by  those  who  file  catalogs  than  are  other  sizes. 

16.  Size  of  Catalog's. — Catalogs  may  be  made  in  almost 
any  size  that  an  advertiser  desires.  There  are  three  things, 
however,  to  be  considered  :  ( 1 )  attractiveness  and  convenience  ; 
(2)  dimensions  that  may,  without  undue  waste,  be  cut  out  of 
the  kind  of  paper  the  advertiser  wants  used;  and  (3)  a  size 
that  will  go  into  a  regular  size  of  envelope  (if  the  catalog  is  to 
be  sent  flat  in  an  envelope),  thus  avoiding  the  necessity  and 
the  extra  cost  of  having  special  envelopes  made. 

17.  Sizes  of  Envelopes. — The  names  and  dimensions  of 
the  common,  or  standard,  sizes  of  envelopes  are  given  here- 
with. A  catalog  6  in.X  9  in.  in  size  can  be  used  in  a  No.  H 
or  a  15  Catalog  envelope;  one  7  in.XlO  in.  in  a  No.  6  Catalog 
envelope;  and  one  9  in.X  12  in.  in  size  in  a  No.  12^  Catalog 
envelope. 

It  is  sometimes  advisable  to  make  an  envelope  from  a  lighter 
weight  of  the  same  stock  as  the  cover  used  on  the  catalog,  to 
add  character  and  to  increase  the  effect  of  the  catalog  upon 

I  L  T  102C— 8 


8  CATALOr.S,  BOOKLETS,  AND  FOLDERS      §  18 

the  recipient.  Even  in  such  cases,  it  is  best  to  use  one  of 
the  standard  sizes,  because  the  envelope  manufacturers  have 
machines  suited  to  these  sizes,  whereas  other  sizes  would  have 
to  be  made  by  hand. 

Standard  Sizes  of  Envelopes 

Commercial 

Sice,  ill  Inches  Sice,  in  Inches 

No.     3   2i  X  4|       No.     Si 3,^  X  8| 

No.     4  2.:^  X  5i       No.     9   3i  X  8i 

No.     5   3i  X  5i       No.  10  4^  X  9^ 

No.     6} 3^  X  6         No.  11    41  X\Oi 

No.     62 3:^  X  6i       No.  12  4!!   Xll 

No.     7  3^  X  6|       No.  14  5     XIU 

Legal 

No.     9  3J  X  8J       No.  11    4^  Xm 

No.   10   41  X  9|       No.   12  42  Xll 

Baronial 

No.    4  3f  X  45       No.     5J 4fi  X  Sl'j 

No.     5  41  X  51       No.     6  5     X  6 

Bank 

No.     6  41  X  61       No.     8  5     X  7i 

No.     7  4^X  7^ 

Catalog 

No.     1    6     X9         No.     6  7.i  XlOi 

No.     li 61  X  9i        No.     8  8|  Xlli 

No.     12 6^  X  9^       No.     9i 8i  X  lOi 

No.     2   6^  XIO         No.  lOi S     X12 

No.     3   7     XIO         No.   121 9i  X12^ 

Photograph 

Small   ca])inc't....   4UX  7\        Royal    5i   X  8  ^ 

Imperial   5f  X   7i 

Portfolio 

No.     1    5A   X  8^       No.     3   6,\,X  9A 

No.     2   6i  X  8f 

18.  Sizes  of  Booklets. — A  popular  size  in  booklets  is 
that  which  is  3]  or  3^  inches  wide  by  6  or  6|  inches  lon^.  this 
size  fitting  the  No.  62  and  the  No.  7  sizes  of  envelojies.  Many 
advertisers  prefer,  however,  to  make  Unir  tiut-lopc  booklets 


§1S      CATALOCS.  lUMJKLF.TS.  AXH  I'XjLDF.RS  9 

3'i  inches  wide  and  about  5i  inches  lonj;,  which  is  nearer  the 
standard  proportion  than  the  other  sizes  mentioned. 

In  choosing  the  size  for  a  booklet  or  folder,  care  should  be 
taken  to  see  that  the  size  of  the  cover  (double,  including  back 
and  front)  cuts  out  of  a  full  sheet  evenly;  that  is,  witliout 
wasting  any  of  the  stock.  In  figuring  on  size,  the  plan  should 
be  to  have  covers  cut  a  little  longer  and  wider — ^  inch  is 
sufficient — than  they  are  to  be  in  the  completed  job  ;  this  margin 
allows  for  trimming  after  the  books  are  printed.  Any  waste 
paper,  while  not  given  by  the  printer  to  the  customer,  must 
nevertheless  be  paid  for  by  the  customer.  As  an  illustration, 
a  cover  the  size  of  one  page  of  which  is  6  in.X9  in.,  makes  a 
sheet  12  in.X9  in.  when  opened  up  (including  back  and  front), 
and  this  will  "cut  to  advantage"  (that  is,  without  much  waste) 
out  of  20"X25"  cover  stock,  cutting  four  out  of  a  sheet  and 
allowing  a  little  extra  paper  for  trimming  after  the  book  is 
printed  and  bound. 

19.  Follow-Up     and     Circularizing     Folders. — The 

regular,  or  standard,  sizes  of  envelopes — shown  in  the  accom- 
panying table — have  a  bearing  on  the  sizes  of  circular  matter 
that  is  to  be  used  in  them.  The  most  used  sizes  are  folders 
that  fold  to  3|  in.X6  in.  for  use  in  No.  65  Commercial  envel- 
opes, which  are  3f  in.X6^  in.;  and  folders  that  fold  to  3^  in. 
X9  in.  for  use  in  No.  10  Commercial  envelopes,  which  are  4^  in. 
X9^  in. 

20.  Sizes  of  Direct-by-Mail  Circulars. — There  are 
three  general  classification  of  sizes  for  direct-by-mail  circulars. 
The  larger  ones  are  known  as  broadsides  and  the  smaller  ones 
are  known  as  standards  and  cards,  while  the  flat  cards  whick 
do  not  fold  are  known  as  niailing  cards. 

The  broadsides  are  usually  11  in.X14  in.,  16  in.X22  in., 
19  in.X25  in.,  or  double  these  sizes.  The  standards  are  5i  in. 
X14  in.,  7  in.Xll  in.,  8i  in.Xll  in.,  and  7]  in.X14  in.  The 
mailing  card  sizes  are  4i  in.X9  in.,  5^  in.X7  in.,  and  7  in. 
Xll  in.  These  sizes  are  commonly  used  because  they  cut  to 
advantage  from  the  usual  sizes  of  paper. 


10         CATALOGS,  BOOKLETS,  AND  FOLDERS      §  18 

21.  Supplementary-Literature  Circulars. — The  sizes 
of  supplementary-literature  circulars,  such  as  those  enclosed  in 
packages,  are  usually  determined  by  the  size  of  the  package. 
They  must  fit  the  package  easily  either  with  or  without  folding. 


'number  of  pages 

22.  A  circular  in  the  form  of  a  folder  may  be  printed 
easily  in  6  pages  or  any  other  number  of  pages  that  is  a  mul- 
tiple of  2.  But  in  designing  a  6-,  a  10-,  or  a  12-page  folder, 
care  should  be  taken  to  adopt  a  size  of  page  that  will  cut  with- 
out waste  out  of  standard  sizes  of  paper,  for  with  the  usual 
page  dimensions,  a  6-,  a  10-,  or  a  12-page  folder  will  not  cut 
out  of  standard  papers  as  economically  as  4-,  8-,  and  16-page 
folders.  In  catalogs  and  booklets,  after  going  beyond  16  pages, 
the  number  should  be  24,  32,  40,  48,  56,  64,  etc.,  having  for  the 
total  either  a  multiple  of  8  or  a  multiple  of  16,  preferably  of  16, 
as  this  size  of  form  reduces  the  cost  of  presswork.  A  52-page 
booklet  can  be  printed,  but  the  4  pages  added  to  the  48  cost 
proportionately  more  than  the  others,  on  account  of  the  addi- 
tional expense  in  the  mechanical  details  of  production.  Ordi- 
narily, it  costs  no  more  to  print  a  booklet  of  48  pages  than  it 
does  to  print  one  containing  44  pages ;  and  sometimes  the  cost 
is  less.  Therefore,  it  is  well  to  avoid  nuiltiples  of  4  after  going 
beyond  16  pages.  Usually,  the  cost  of  an  extra  4-page  form 
will  be  about  40  per  cent,  of  the  cost  of  a  16-page  form,  and 
the  cost  of  an  8-page  form,  about  65  per  cent. 


BINDING 

23.  Square  and  Oblong  Bindinjj.s. — As  a  general  rule, 
the  catalog  or  booklet  bound  in  the  square-binding  style, 
that  is,  along  the  long  side  of  the  page,  is  better  than  one  bound 
at  the  short  end  of  the  page,  known  as  oblong-,  or  album, 
binding.  A  large  catalog  that  is  bound  oblong  is  awkward 
to  handle.     Both  hands  are  required  for  holding  while  reading, 


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12         CATALUCS.  P,(  K  )KIJ-:TS,  AXI)  I-oLDI-.KS       §18 


and,  unless  supported  by  stiff  backs,  the  sides  fall  over  the 
hands.  Therefore,  unless  the  pamphlet  is  small,  square  bind- 
ing is  usually  better. 

Sometimes  the  illustrations  or  testimonials  to  be  used  are 
of  such  character  that  oblong  binding,  or  binding  at  the  short 
end  of  the  sheet,  is  preferable.  In  Fig.  4  is  shown  a  page  taken 
from  a  catalog  that  was  bound  in  the  oblong  style.  If  this 
catalog  had  been  bound  on  the  long  side  of  the  page,  it  would 
have  been  necessary,  with  the  present  arrangement  of  cuts,  for 
the  reader  to  turn  the  book  half  way  around  in  order  to  read 
(as  is  necessary  in  looking  at  the  reproduction  of  the  page  in 
this  Section).  If  the  person  that  prepared  the  catalog  had 
tried  to  avoid  this  by  running  his  text  across  the  short  way  of 
the  page  and  putting  one  of  the  illustrations  under  the  other, 

the  arrangement  would 
not  have  been  so  good  as 
that  shown. 

24.  Saddle-Stitch 
and  Side-Stitch  Bind- 
ings. —  Usually,  book- 
lets containing  64  pages 
or  a  smaller  number  are 


Fig.  5 


Fig.  6 


bound  through  the  center,  the  wire  stapling,  or  stitching,  being 
put  through  the  book  by  machinery  from  the  exact  center ; 
that  is,  between  pages  24  and  25  in  a  48-page  book,  as  shown 
in  Ficf.  5.  This  method  is  known  as  saddle-stitch  binding:. 
Larger  booklets  may  be  bound  this  way  where  the  paper  is 
very  thin. 

Booklets  containing  more  than  64  pages  are  usually  stitched 
through  from  one  side  to  the  other,  as  shown  in  Fig.  6.  This 
method  is  known  as  side-stitch  binding. 

25.     Cord  Binding  Compared  With  Wire  Stitching. 

For  the  ordinary  catalog  or  booklet,  wire  stitching  answers  all 
purposes,  and  besides  it  is  not  costly.  If  it  is  desired  to  have 
something  especially  attractive,  a  silk  cord  may  be  used  to 
fasten  the  printed  matter  together,  but  this  increases  the 
expense.     It  is  true,  however,  that  a  good  exterior  color  bar- 


ijlS       CATALOGS,  BOOKLI'TS,  ANT)  I'UL1)1:KS  1' 


monv 


may  be  produced  by  cord  binding,  a  red  cord,  for 
instance,  being  used  for  a  booklet  bound  in  a  buff  or  a  green 
cover;  red  in  such  a  case  produces  a  pleasing  effect.  Sonic- 
times  a  leather  thong  is  used  instead  of  a  cord.  Cord  bwdituj, 
Icathcr-thong  binding,  etc.  are  practicable  only  in  cases  where 
there  are  comparatively  few  pages  and  where  artistic  effects 
are  in  keeping  with  the  subject  of  the  catalog  or  the  booklet. 

2G.  Double  Cover. — Sometimes  it  is  possible  to  use  light- 
weight stock  and  double  the  cover ;  that  is,  a  cover  sheet  twice 
as  long  as  the  booklet  is  used.  The  booklet  is  stitched  through 
this,  and  the  upper  half  of  the  cover  is  then  folded  back  on 
itself,  thus  making  the  cover  double,  and  the  stitching  does  not 
show'  on  the  outer  part.  Double  covers  are  practical  only  on 
small  editions. 

ILLUSTRATIONS 

27.  The  purpose  of  the  catalog  is  to  give  the  reader  very 
nearly  as  good  an  idea  of  an  article  as  he  could  get  if  he  were 
present  and  could  examine  what  he  is  thinking  of  buying. 
Obviously,  then,  with  most  circulars,  no  matter  how  well  the 
descriptive  matter  is  written,  illustrations  are  needed  to 
picture  the  goods.  It  is  difficult  to  make  solid  printed  matter 
look  interesting,  but  nearly  every  one  is  attracted  by  good 
illustrations.  Therefore,  while  good  illustrations  for  circular 
matter  are  expensive,  they  are  usually  worth  all  they  cost. 

28.     Opportunity     for     Liberal     Illustration.— The 

variety  and  the  fine  quality  of  papers  available  for  catalog  and 
booklet  printing  give  the  advertiser  a  free  hand  in  illustrating. 
In  general  magazine  and  newspaper  advertising,  the  advertiser 
is  rarely  able  to  get  just  the  right  combination  in  paper  and 
cuts ;  and  the  speed  of  magazine  and  newspaper  presses  makes 
it  almost  impossible  to  produce  the  finest  results.  But  in  cata- 
log and  booklet  work,  and  in  a  few  magazines  and  trade  papers, 
he  can,  if  the  purpose  justifies  the  cost,  use  page  and  half-page 
illustrations  of  the  best  character  in  line,  half-tone,  and  color; 
and  he  may  have  an  artist  design  special  borders,  initials,  and 


Then  the  entire  con- 
tents— indexes  and  all — 
are  easily  lifted  off  the 
posts  and  put  on  the 
transfer  wire,  which 
keeps  them  in  the  same 
position  as  before. 

The  arches  used  in 
transferring  to  Shannon 
Binding  Cases  are  iden- 
tical m  quality  with 
those  provided  for  the 
file  and  file  drawers. 


Letters  or  papers  that 
have  been  transferred 
from  a  Shannon  File  to 
a  Shannon  Binding  Case 
may  be  examined  with 
exactly  the  same  facility 
as  when  in  the  original 
file. 

This  is  due  to  the 
fact  that  all  letters  are 
transferred  intact. 

This  process  is  very 
simple. 

The  cover  is  opened 
back  over  the  arches; 
the  arches  are  opened; 
the  U-shaped  transfer 
wire  is  fitted  into  the 
hollow  posts. 


Fig.  7 


14 


Fig.  8 


1  L  T  102C     5  18    Catalog:  illustration  with  decoration  of  historical  character 


1  L  T  1U2C     i  18 


Fig.  9 


SB 


-QBQj$;aaiBfSfliBiaii>fii»r 


I  L  T  102C    §  18 


Fig.  11 


^4 


f   t 


') 


H 


f - 


■^■f 


'■*^- 


s\' 


-^    %  "^ 


t 


1  L  T  102C    §  IS 


Fig.  12 


§18      CATALOGS,  BOOKLETS,  AND  FOLDERS         15 

ornaments  for  the  pages,  ^\'hctller  line  cuts  or  half-tones 
should  be  used  depends  on  the  subject,  and  on  the  paper 
selected  for  the  book,  as  has  been  explained  in  the  Sections  on 
Engraving  and  Printing  Methods  and  Advertisement  Illus- 
tration. 

29.  Descriptions  should  not  be  left  incomplete  merely 
because  they  are  supplemented  by  illustrations.  People  do 
not  ordinarily  send  for  catalogs  merely  to  look  at  the  pictures. 
The  description  should  be  made  as  attractive  as  possible  and 
the  illustration  used  to  give  realism.  Fig.  7  shows  a  fine 
example  of  a  well  illustrated  catalog  page.  Not  only  are  the 
files  themselves  shown,  but  how  conveniently  they  may  be 
handled.  The  two  illustrations  are  well  arranged  in  connection 
with  the  text.  In  the  original  page,  the  text  was  printed  in 
olive,  which  color  contrasted  well  with  the  black  used  for  the 
illustrations,  and  made  a  more  effective  page  than  that  here 
shown. 

30.  Illustrations  in  Color. — Color  cuts  are  expensive, 
yet  in  certain  catalogs  nothing  except  a  color  cut  will  give  the 
proper  idea  of  the  subject.  Some  of  the  larger  mail-order 
houses  now  illustrate  their  rugs,  carpets,  wallpaper,  etc. 
entirely  in  color,  and  many  manufacturers  use  two  or  more 
colors  in  their  illustrations. 

Figs.  8  and  9  show  examples  of  the  very  fine  illustrative 
effects  that  are  possible  with  two-color  half-tones.  The  impres- 
sions from  the  original  plates  were  superior  to  the  reproduc- 
tions shown  here  and,  as  printed  in  the  catalogs,  were  larger 
than  these  reproductions. 

The  background  of  the  illustration  shown  in  Fig.  8  is  typical 
of  the  Louis  XV  Period,  and  forms  a  most  appropriate  setting. 
Note  that  it  does  not  come  close  enough  to  the  half-tone  of  the 
bed  to  lessen  the  effectiveness.  Decorative  work  of  this  kind 
requires  the  service  of  a  high-grade  artist. 

While  illustrations  of  this  character  are  cosily,  the  difference 
in  effectiveness  between  a  catalog  with  illustrations  of  this 
grade  and  a  catalog  with  one-color  illustrations  is  so  great  that 
the  extra  expense  is  often  more  than  justified. 


1()         CATALO(iS,  BOOKLETS,  AND  FOLDERS      §18 

Fig.  9  shows  how  a  tint  may  be  used  for  a  border  setting 
as  well  as  to  give  a  dark  tone  to  parts  of  the  illustration  itself. 
This  high  type  of  machinery  illustration  requires  much  careful 
work  on  the  part  of  the  artist,  engraver,  and  printer.  Note 
how  the  high  lights  (portions  almost  or  wholly  white)  have 
been  brought  out  by  the  engraver. 

Fig.  10  illustrates  the  effect  produced  with  two  colors  by  the 
use  of  two  line  plates.  Fig.  11  is  printed  with  two  colors  from 
two  half-tone  plates,  the  appearance  of  several  colors  being 
produced  by  the  varying  tone  of  the  shading  and  the  printing 
of  one  color  over  the  other  in  some  parts.  A  similar  effect  can 
also  be  produced  by  use  of  two  line  cuts. 

In  Fig.  12  is  shown  a  three-color  process  illustration.  An 
illustration  of  this  kind  gives  the  reader  an  impression  that  he 
could  not  possibly  get  from  a  page  printed  entirely  in  black. 
It  is  almost  eciuivalent  to  looking  at  the  tiling  itself. 

Color  printing  and  the  illustration  of  printed  matter  have 
been  treated  in  the  Sections  on  liiujraving  and  Printing  Methods 
and  those  on  Advertisement  Illustration.  However,  since  color 
work  in  catalogs  and  booklets  often  adds  much  to  their  effec- 
tiveness, the  student  of  advertising  will  do  well  from  time  to 
time  to  get  specimens  of  the  work  of  the  plate  makers  and 
color-work  specialists  that  advertise  in  advertising  and  print- 
ing magazines.  One  or  more  of  the  magazines  published  for 
printers  will  enable  such  a  student  to  increase  his  knowledge 
of  fine  illustrative  and  color  effects,  fur  these  magazines  show 
specimens  of  the  finest  work. 

J51.     Character,    Shape,    and    8ize    of   Illustrations. 

In  determining  the  character  and  size  of  illustrations  to  be 
prepared  for  a  catalog  or  a  booklet,  the  subject  of  the  catalog 
nuist  be  considered  as  well  as  the  shape  and  size  of  the  page. 
The  descriptions  of  such  merchandise  as  fine  furniture,  pot- 
tery, pianos,  and  jewelry  are  made  more  realistic  and  impres- 
sive by  artistic  illustrations,  delicate  colors,  and  decorative 
borders  and  backgrounds.  Subjects  like  steam  lioilers,  farm 
wagons,  etc.,  while  often  helped  much  by  color  illustrations,  do 
not  require  delicate  decorative  treatment. 


§18       CA'rALCXKS,  liUUKLia'S,  AND  i'ULJJl-:RS  17 


The  shape  and  size  of  ilhistralion  should  hannoni/.e  with 
the  shape  and  size  of  the  page  of  the  book.  A  book  with  a 
deep,  narrow  page  pre- 
sents the  best  appear- 
ance with  an  ilhist ra- 
tion that  is  deeper  than 
it  is  wide.  In  Figs.  13 
and  14,  the  outside 
lines  represent  the 
boundaries  of  book 
pages,  and  the  small 
inside  spaces,  the  illus- 
trations. It  is  evident 
that  the  illustrations 
represented  in  Fig.  13 
(a)  harmonize  better  with  the  shape  of  the  page  than  those 
shown  in  Fig.  13  {b)  ;  likewise,  there  is  more  harmony  between 
the  shape  of  the  illustration  and  the  shape  of  the  page  shown 
in  Fig.  14  (a)  than  is  the  case  with  that  shown  in  Fig.  14  (b). 

This  principle  of  harmony  is  a  safe  one  to  follow  generally, 
though  it  is  departed  from  in  exceptional  cases.  Fig.  14  (b), 
for  example,  would  be  a  better  style  for  a  refrigerator  catalog 
than  Fig.  14  (a),  owing  to  the  fact  that  an  illustration  very 
much  wider  tha^i  it  is  deep  is  not  well  adapted  for  a  picture 
of  a  refrigerator  of  the  usual  shape.  If,  however,  it  is  desired 
to  show  two  views  of  the   refrigerator,   one   with  the   doors 


Fig.  13 


Fir,.  14 


closed,  the  other  with  the  doors  open,  the  size  shown  in 
Fig.  14  (a)  would  be  convenient,  because  the  two  illustrations 
could  be  placed  side  by  side. 


18         CATALOGS,  BOOKLETS.  AND  FOLDERS      §18 

32.  It  should  he  borne  in  mind  that  the  size  of  the  leaf 
should  in  the  first  instance  be  fixed  with  some  regard  to  the 
subject.  A  page  like  that  shown  in  Fig.  13,  for  example,  is 
much  better  for  a  catalog  of  clothing  or  upright  drills  than  a 
page  like  that  shown  in  Fig.  14.  A  shape  like  that  in  Fig.  14, 
on  the  other  hand,  is  well  adapted  to  a  catalog  of  couches  or 
traction  engines.  When  the  appropriate  size  of  page  has  been 
adopted,  there  will  be  little  difficulty  in  arranging  the  sizes  of 
illustrations. 

No  rule  can  be  laid  down  as  to  what  proportion  of  a  page 
an  illustration  should  occupy  to  give  the  best  effect.  If  there 
are  only  one  or  two  illustrations  to  be  placed  on  a  large  page, 
they  should  not  be  so  small  as  to  destroy  their  detail.  On  the 
other  hand,  unless  an  illustration  is  to  take  up  the  entire  width 
of  the  page,  it  should  not  be  so  wide  as  to  leave  a  narrow  space 
beside  the  cut  for  type  and  thus  cause  the  type  to  be  letter- 
spaced  freely.  This  is  a  common  fault  of  illustrated  pages.  In 
a  type  page  4  inches  wide,  the  cut  should  not  occupy  more  than 
2^  inches  of  the  measure,  if  type  is  to  be  set  alongside  and  the 
best  appearance  is  desired. 

In  ordering  an  illustration  designed  to  take  up  about  the 
width  of  the  type  page,  have  it  made  just  a  little  narrower  than 
the  type  measure ;  that  is,  for  a  4-inch  measure,  a  34-inch  cut 
should  be  ordered.  Particularly  when  the  cut  has  a  dark  tone 
this  slight  difference  in  width  helps  the  artistic  effect.  Light 
illustrations,  especially  those  with  a  vignette,  can  often  be 
made  to  extend  into  a  margin — that  is,  beyond  the  type 
measure  on  one  side — with  good  effect.  The  principle  of 
balance  should  be  looked  after  carefully. 


§18       CATALOCS.  r.OOKIJ-.'rS.  AND  FOLDRRS  V.) 


PAPER,    TYPOCiRAPTIY,    AND    COLOR 
II A  R  31  ON  V 

33.  Advertising  literature  will  win  or  lose  orders  accord- 
ing to  the  way  it  impresses  the  persons  that  read  it.  A  cheap- 
looking,  poorly  prepared  catalog  or  booklet  will  have  a  tendency 
to  cheapen  the  goods  it  describes.  People  are  not  likely  to 
put  faith  in  statements  about  quality  when  quality  is  belied  by 
the  very  appearance  of  the  paper,  type,  and  illustrations  that 
claim  it.  Catalogs,  booklets,  and  circulars  go  where  no  sales- 
man can  follow  and  into  places  too  small  to  justify  sending  a 
salesman.  Therefore,  they  should  be  made  as  attractive  as 
circumstances  will  permit.  However,  in  spite  of  the  fact  that 
attractiveness  and  good  quality  of  paper  are  usually  desirable, 
there  are  exceptional  cases  where  the  number  of  articles  to  be 
described  or  the  class  to  be  reached  make  it  advisable  to  pack 
'pages  with  matter  and  to  use  cheap  grades  of  paper. 


THE   USE   OF   COLORS 

34.  Catalogs,  booklets,  and  other  advertising  matter 
derive  much  of  their  power  to  make  a  pleasing  impression 
from  the  proper  use  of  color.  High-class  printers  and  illus- 
trators are  able  to  assist  in  the  selection  of  appropriate  colors 
of  papers  and  inks  for  printed  matter,  but  as  comparatively 
few  printers  and  not  all  illustrators  are  specialists  in  color 
w^ork,  the  advertising  man  should  be  able  to  decide  for  himself 
as  to  what  colors  are  appropriate  to  the  subject  of  the  work 
and  harmonious  with  one  another,  as  well  as  suitable  to  the 
class  of  people  addressed  and  the  character  of  the  message. 

Because  the  subject  of  color  is  so  intimately  related  to  the 
make-up  of  catalogs  and  other  advertising  matter,  the  prin- 
ciples of  color  harmony  will  be  here  explained  before  the 
subjects  of  paper  and  typography  are  taken  up. 


20         CATALOGS,  BOOKLETS,  AND  FOLDERS      §  18 


COLOR    HARMONY 

35.  The  subject  of  color  harmony  is  a  broad  one;  never- 
theless, a  clear  understanding  of  a  few  fundamental  principles 
will  guide  the  advertising  man  safely  in  the  selection  of  colors 
for  whatever  work  may  be  required. 

3G.  Source  of  All  Color. — What  is  familiarly  called 
color  is  the  sensation  produced  upon  the  retina  of  the  eye  by 
those  rays  of  light  that  are  reflected  from  any  lighted  surface, 
other  rays  being  absorbed  by  the  surface. 

White  light,  which  is  considered  as  pure  light,  is  composed 
of  all  the  colors  that  exist  naturally  or  are  made  artificially. 

If  a  beam  of  white  svmlight  is  allowed  to  pass  through  a 
glass  prism,  the  light  is  decomposed  or  separated  by  refraction 
into  colors. 

If  these  colors  are  allowed  to  fall  on  a  screen  in  a  room 
that  has  been  darkened,  a  beautiful  band  of  colors  will  be 
produced. 

This  band  of  color  is  known  as  the  solar  spectrum  and 
contains  every  gradation  of  pure  color,  but  for  convenience 
the  following  division  is  usua'lly  made,  the  colors  being  given 
in  the  order  in  which  they  are  located :  violet,  indigo,  blue, 
green,  yellow,  orange,  and  red. 

Fig.  15  shows  a  spectrum,  but  indigo  is  omitted  for  the 
reason  that  this  particular  color  is  often  considered  as  a  grada- 
tion of  the  blue.  Red,  yellow,  and  blue  are  sometimes  consid- 
ered as  the  primary  spectrum  colors,  and  orange,  green,  and 
violet  as  compound  spectrum  colors,  caused  by  combining  or 
overlapping  of  the  primaries  shown  in  the  circles  in  the  upper 
portion  of  Fig.  15. 

37.  For  industrial  purposes  the  pigment  theory  of  color 
is  adopted,  and  this  is  based  on  the  assumption  that  there  are 
three  primary  pigment  colors — red,  yellow,  and  blue — which 
are  independent  and  separate  pigments,  dilTering  widely  from 
each  other.  These  pigments  are  made  as  nearly  like  the 
spectrum  colors  as  possible,  but  it  is  impossible  to  manufac- 
ture pigments  that  will  cxactlN-  match  a  spectrum  color. 


ij  IS      CA'IAI.OC.S,   IIOOKIJ'.TS,  AND  FOT.DRRS         21 

All  colors  used  in  printing  arc  made  by  combining;  llie  three 
primary  colors — red,  yellow,  and  blue — and  they  may  be  modi- 
fied by  the  admixture  of  white  or  black  pij^ment.  White  and 
black  pigments  are  usually  considered  as  colors  in  printing,  but, 
as  shown  by  the  spectrum,  white  light  contains  all  colors  and 
black  represents  the  absence  of  color.  When  the  three  primary 
pigment  colors,  red,  yellow,  and  blue,  are  mixed  in  correct  pro- 
portions they  neutralize  each  othi'r  and  produce  an  approxi- 
mate black. 

38.  Related  and  Contrastins-  Colors. — Correct  color 
harmony  means  a  pleasing  elTect  obtained  from  colors  by  their 
action  upon  each  other  when  placed  side  by  side. 

There  are  two  classes  of  good  color  combinations,  one  based 
on  relationship  and  the  other  on  contrast.  The  former  is  called 
a  related  harmony  because  it  is  based  on  colors  selected  close 
together  in  the  spectrum.  The  second  kind  of  Imrmony  is 
called  the  harmony  of  contrast,  in  which  complementary  colors 
are  selected  such  as  blue  and  orange ;  but  these  should  not  be 
used  in  their  full  intensity  unless  separated  by  black  or  white. 
It  is  advisable  to  neutralize  or  reduce  the  intensity  of  one  of 
the  colors  used  so  that  the  other  color  may  give  sufficient  con- 
trast and  produce  harmony  without  glaring  results. 

Analysis  of  any  color  will  show  the  presence  of  one  or  more 
of  the  primary  colors  with  or  without  the  addition  of  black  or 
white. 


COI^ORS    OP    DIFFERENT    CTASSES 

39.  Primary  Colors. — The  first  step  in  the  study  of 
colors  is  to  form  a  mental  picture  of  the  true  primary  colors 
and  to  keep  these  in  mind  as  a  basis  of  mixing  all  other  colors. 
The  primary  colors  are. as  follows: 

Red. — The  nearest  thing  to  a  true  red  is  flag  red,  which  is 
found  in  the  American  flag.  This  red  is  usually  known  among 
printers  as  flag  red. 

Yellow. — The  color  of  a  ripe  natural  lemon  is  nearest  the 
true  yellow  color.  Chrome  yellow  in  i)rinting  inks  is  very 
close  to  trut^  \ellow. 


22         CATALOGS.  BOOKLETS,  AND  FOLDERS       §18 

Blue. — The  blue  in  the  American  flag — known  as  flag  blue 
— is  about  the  purest  shade  of  bkie  colors. 

40.  Secondary  Colors. — With  the  primary  colors  firmly 
fixed  in  the  mind,  the  next  step  is  to  mix  the  primary  colors 
for  the  purpose  of  securing  the  secondary  colors,  which  are  as 
follows : 

Orange. — A  pure  orange  is  made  by  mixing  pure  red  and 
pure  yellow  in  about  equal  proportions. 

Green. — A  pure  green  is  made  by  mixing  equal  amounts  of 
blue  and  yellow. 

Purple. — A  real  purple  color  is  about  half  blue  and  half  red. 

41.  Hues. — In  every-day  use  it  will  be  found  that  the 
true  primary  and  secondary  colors  are  not  "always  just  the 
proper  tones  desired.  The  next  step  is  to  use  hues  of  the  prim- 
ary or  secondary  colors. 

When  a  color  has  more  of  one  color  than  of  another  it  is  a 
hue  of  the  predominating  color. 

Red-Orange. — When  orange  contains  more  red  than  yellow 
it  is  a  hue  of  red  and  known  as  red-orange,  or  vermilion. 

Orange-Red. — When  orange  contains  more  yellow  than  red, 
it  is  known  as  orange-red.     This  is  also  known  as  bright  red. 

Blue-green  contains  more  blue  than  green.  This  color  is 
sometimes  known  as  Prussian  blue. 

Green-blue  contains  more  green  than  blue. 

Red-purple  contains  more  red  than  blue.  It  is  sometimes 
known  as  magenta. 

Purple-red  contains  a  larger  amount  of  blue  than  of  red, 
thus  making  a  darker  shade  of  pure  purple. 

Olive  is  made  up  of  a  small  amount  of  pure  orange  and  a 
large  amount  of  green,  therefore  olive  is  a  hue  of  green. 

42.  Shades  and  Dark  Colors. — When  black  is  added 
to  primary  or  secondary  colors  or  hues,  it  produces  a  shade 
of  these  colors  or  hues.  Some  of  the  shades  thus  produced  are 
as  follows : 

Dark  Red. — A  small  portion  of  black  added  to  real  red  will 
make  a  dark  red. 


§is     CATALO(;s.  nooKLi-rrs,  and  foldi-.rs       23 

Dark  Brown. — Black  added  to  orange-red  will  produce  a 
dark  brown  which  is  sometimes  specified  as  chocolate  brown. 

Reddish  Broi^ni.—A  small  amount  of  black  added  to  red 
will  produce  a  reddish  brown. 

Bottle  green  is  made  by  adding  a  very  small  amount  of  black 
to  real  green. 

Blue-Black.— Blue  can  be  deepened  in  shade  to  a  blue-black 
by  the  use  of  about  one-third  black  with  two-thirds  blue. 

Green-black  is  made  by  the  same  method  as  blue-black,  using 
green  instead  of  blue. 

Dark  purple  is  sometimes  made  by  adding  one  part  black  to 
two  parts  of  red  and  tw^o  parts  of  blue. 

Yellow  cannot  be  mixed  with  black  because  the  slightest 
amount  of  black  will  absorb  allthe  yellow  and  leave  the  pig- 
ment lifeless,  muddy,  and  of  no  value. 

Gray  is  made  by  adding  black  to  white. 

43.  Tints  and  Light  Colors.— The  addition  of  white 
pigment  to  any  primary  or  secondary  color  or  a  hue  will  pro- 
duce a  tint  of  that  color  or  hue.  Just  as  black  makes  a  color 
or  hue  darker  in  shade,  so  white  makes  it  a  lighter  tint. 

It  should  be  remembered  that  any  tint  of  a  color  or  a  hue 
contains  a  preponderance  of  white  pigment.  A  very  little  of 
the  color  added  to  the  white  pigment  produces  the  tint. 

B^ue  tint  is  made  up  of  a  very  small  amount  of  blue  and  a 
large  amount  of  white. 

Light  blue  is  more  intense  than  a  blue  tint,  having  more  blue 
to  produce  the  desired  strength. 

Turquoise,  or  sky,  blue  is  made  with  a  touch  of  yellow  added 
to  light  blue. 

Yellozu  tint  as  a  background  is  weak  in  appearance  and 
should  therefore  be  avoided  as  much  as  possible.  It  is  hardly 
visible  under  a  yellow  light. 

Light  yellozu,  which  is  more  intense  than  the  yellow  tint,  is 
eflFective  with  black  and  produces  good  contrast. 

Buff. — A  good  tint  to  use  instead  of  the  yellow  tint  is  buff. 
This  is  made  with  a  very  small  portion  of  reddish  brown, 
yellow,  and  white. 

I  LT*102C— 9 


24         CATALOGS,  BOOKLETS.  AND  FOLDERS       §  IS 

Ta}i  collar  contains  a  small  portion  of  l)ro\vn  and  mnch  white. 
It  is  really  a  lii,dit  brown  r  Aur. 

Tan  tint  is  detained  by  adding  more  white  to  give  the  lighter 
effect. 

Green  tint  is  made  by  adding  a  small  portion  of  green  to 
white. 

Light  green  is  made  by  using  more  green  with  the  white. 

Olive  tint,  light  olive,  purple  tint  (or  lavender),  light  purple 
(or  violet),  are  all  produced  by  adding  white  to  the  color  in 
the  same  way  as  the  blue  and  green  light  colors  and  full  tints 
are  made. 

When  an  extremely  small  proportion  of  black  is  added  to 
white  a  gray  tint  is  produced. 

44.  Warm  Colors. — Red  is  the  warmest  color  made.  It 
is  the  symbol  of  fire  and  riot.  The  addition  of  pure  red  or 
orange-red  to  any  color  makes  the  color  a  warm  color.  For 
example,  olive  is  only  ordinarily  warm.  By  adding  a  trifle 
more  orange-red  a  warm  olive  is  obtained. 

By  adding  sufficient  red  to  purpie.  which  is  a  cold  color, 
the  purple  is  changed  to  a  warm  color  similar  to  tlu-  natural 
color  of  an  American  I'eauty  rose. 

YeJloiv  is  neither  warm  nor  cold,  but  rather  a  neutral  color. 
The  use  of  yellow  in  a  color  tends  to  lighten  or  brighten  it. 

Yellow  in  red  makes  orange,  which  is  a  warm  color  l)ut  not 
so  warm  as  pure  red. 

45.  Cold  Colors. — Bine  is  the  coldest  color.  It  is  always 
used  to  typify  coldness. 

Green  is  a  cold  color  also,  but  not  so  cold  as  l)lue.  The  equal 
proportion  of  the  neutral  yellow^  with  blue  softens  the  ultimate 
color — green — and  produces  coolness  rather  than  coldness. 
Green  looks  cool,  but  the  sky  looks  cold. 

Purple,  which  is  a  cold  color,  has  always  been  the  symbol 
or  royalty ;  hence,  its  use  as  the  insignia  of  power  and  mystery. 
Thus,  violet  or  purple  has  been  used  appropriately  for  religious 
mysticism,  half  mourning,  etc. 

Blaek  and  gray  are  considered  cold  colors.  In  reality  they 
are  not  colors  at  all  but  represent  the  cold,  flat  absence  of  color. 


§1S       CATALOC.S,  ROOKI.irrs.  AND  I"()LI)I:ks         'jr, 

40.  Metallic  Colors. — Gold,  silver,  and  copprr  are 
known  as  metallic  colors. 

Gold  is  really  a  tone  of  yellow. 

Silzrr  is  a  gray-black  with  a  touch  of  yellow. 

Copper  is  a  shade  of  reddish-brown. 

These  metallic  colors  may  be  had  in  several  tones  of  either 
color.  But  they  are  made  and  mixed  at  the  ink  factory  and 
cannot  be  altered  or  combined  by  the  printer. 


METHODS    OP    COMBINIXG    COI>ORS 

47.  Tliere  are  two  general  methods  used  for  putting 
colors  together.  One  is  to  secure  harmony,  the  other  is  to 
gain  contrast.  The  two  purposes  should  be  borne  clearly  in 
mind.  Most  of  the  color  effects  that  suggest  refinemenl,  exclu- 
siveness,  and  luxury  are  harmonious  effects.  Most  of  the 
strong  every-day  color  effects  are  the  result  of  an  effort  to 
get  force  and  strength  by  contrast — either  strong  or  modified. 

48.  Harmonizins  Color.s. — In  order  that  two  or  more 
colors  shall  harmonize  it  is  necessary  that  they  be  related ; 
that  is,  they  must  each  contain  a  part  of  the  same  color,  h'^or 
instance,  a  straight  olive  and  a  warm  brown  are  good  harmony. 
Likewise,  a  dark  chocolate  brown  and  a  warm  olive  are  good 
harmony,  lioth  of  the  colors  in  each  of  these  combinations 
have  a  greater  or  smaller  degree  of  orange  used  in  their 
making. 

Dark  chocolate  brown  is  mostly  black  with  a  touch  of  orange, 
and  olive  is  mostly  green  with  a  touch  of  orange. 

Dark  chocolate  brown,  warm  olive,  and  light  brown,  all 
three  together,  may  be  used  on  a  buff  stock  and  all  tliree 
colors  and  the  color  of  the  stock  will  be  related,  because  all 
have  the  elements  of  orange  color.  The  light  brown  is  simply 
some  of  the  dark  brown  with  white  ink  added,  and  the  buff 
paper  has  the  same  color  as  the  light-brown  ink  with  a  trifle 
more  orange  and  more  white.  This  entire  combination  is  a 
warm  combination  because  the  orange,  a  warm  color,  jjre- 
dominates  in  all  the  colors  and  tints. 


26         CATALOGS.  BOOKLETS,  AND  FOLDERS      §  18 

Dark  blue  and  light  purple  produce  a  related  cold  com- 
bination. Dark  green  and  light  blue  also  produce  a  cold 
combination.  Both  of  these  combinations  have  one  common 
element — blue,  a  cold  color.  A  cold  combination  is  more  cold 
when  printed  on  white  paper. 

The  color  of  the  stock  is  a  starting  point  in  choosing  a  com- 
bination of  colors.  If  a  light-green  paper  is  used  a  green  tint 
and  a  dark  green  or  a  dark  olive  green  should  suggest  itself  if 
harmony  is  the  ultimate  object. 

All  the  colors  used  should  have  one  common  element,  when 
related  harmony  is  desired.  When  contrast  is  desired,  one  or 
more  of  the  colors  chosen  should  be  the  same  color  element  as 
the  stock  and  one  or  more  should  be  contrasting  colors. 

49.  Contrasting-  Colors. — The  related  harmony  of 
colors  produces  softer,  more  refined,  and  more  esthetic  effects 
than  contrasted  colors.  Yet,  it  is  a  fact  that  force  and  strength 
are  vital  elements  of  modern  advertising  work,  and  the  larger 
part  of  an  advertising  man's  work  in  colors  will  be  the  handling 
of  colors  to  produce  contrast. 

Contrast  is  obtained  by  using  one  coior  that  consists  wholly 
or  in  part  of  one  or  more  of  the  primary  colors  in  combination 
with  a  color  that  is  made  up  wholly  or  partly  of  another  primary 
color. 

Green  and  red  form  violent  contrast  when  used  in  their  pure 
state,  because  green  is  half  primary  yellow  and  half  primary 
blue,  and  the  red  is  primary  red.  This  combination  then  con- 
tains all  of  the  ])rimary  colors.  For  this  reason  it  forms  the 
strongest  of  contrast. 

Several  related  colors  of  one  primary  element  of  color  can 
be  made  to  contrast  with  several  related  colors  of  another 
primary  element  of  color.  Thus,  light  brown  and  dark  brown 
can  be  used  with  a  light  blue  and  a  dark  blue.  The  element  of 
red  in  the  first  two  colors  will  contrast  with  the  element  of 
blue  in  the  last  two  colors. 

The  first  method,  then,  of  contrast  is  to  put  together  oppo- 
site primary  colors,  or  tints  and  shades  of  these  colors  which 
produce  less  violent  and  more  pleasing  effects. 


§18      CATALOGS,  BOOKLETS,  AND  FOLDERS         27 

Another  method  is  to  put  together  warm  and  cold  colors.  A 
dark  chocolate  brown  and  a  turquoise  blue  make  good  contrast. 
The  same  is  true  of  dark  blue  and  light  brown. 

Dark  green  and  orange,  dark  olive  and  orange,  and  dark 
olive  and  light  purple  (or  violet)  are  more  examples  of  the 
contrast  of  warm  and  cold  colors. 

Contrast  is  also  obtained  by  the  use  of  light  (or  bright) 
colors  with  dark  colors,  and  the  use  of  dark  colors  with  light 
tints. 

Dark  brown,  which  has  a  small  part  of  orange,  contrasts 
well  with  real  orange,  which  is  a  bright  color. 

Light  blue  and  dark  brown  produce  another  good  combi- 
nation. 

Any  real  dark  color  will  produce  contrast  with  a  tint.  The 
tint  may  be  related  or  it  may  not,  the  contrast  can  be  made 
because  of  great  difference  in  shade  between  the  two  colors. 

Dark  green  on  a  buff  tint  or  on  a  buff  (or  India)  stock  makes 
a  contrast  that  is  not  closely  related  yet  it  is  not  a  poor  com- 
bination. 

Dark  brown  on  a  gray  tint  or  a  buff  tint  looks  well  and  afford 
good  contrast. 

Black  with  orange  is  about  the  strongest  combination  because 
orange  is  the  brightest  color  and  black  is  !he  darkest  color. 

Light  blue  and  black  make  strong  contrast.  So  also  do  light 
green  or  light  olive  wnth  black. 

50.  Balancing-  of  Colors. — In  determining  how  much 
and  which  parts  of  a  design  or  page  of  type  shall  be  in  color, 
it  is  important  that  the  strength  or  brilliancy  of  the  colors  to 
be  used  be  taken  into  account. 

When  strong  contrast  is  desired,  the  parts  to  be  in  the  strong 
or  bright  color  should  be  few  and  well  separated  by  the 
darker  color.  When  red  and  black  or  orange  and  black  are 
used,  for  instance,  only  the  main  heads  or  the  subheads  and 
perhaps  a  rule  or  so  should  be  in  the  bright  color. 

As  the  color  scheme  blends  more  toward  harmony  of  tones 
the  use  of  the  light  or  bright  color  can  be  increased. 

As  a  general  rule,  the  stronger  the  color  the  less  of  it  should 


:-'S         CATALOGS,  BOOKLETS,  AND  FOLDERS      §  IS 

be  used.  Of  a  softer  or  lighter  color,  however,  more  may  be 
used,  even  to  the  point  where  the  entire  space  is  covered  by  a 
tint.  In  the  latter  case,  for  a  color  like  brown  the  tint  must  be 
very  light,  and  extremely  light  for  black  and  dark  blue,  other- 
wise small  type  in  the  text  cannot  be  easily  read. 


EFFECT    OF    SI  BJECT    0\    fOI.OR    DKSKiX 

51.  The  subject  matter  of  a  booklet  or  a  catalog  has  a 
bearing  on  the  colors  to  be  used  in  printing  the  cover.  In 
a  catalog  of  undertakers'  supplies,  it  would  be  absurd  to  use 
bright  colors  like  red,  warm  brown,  l)right  green,  etc. ;  black 
or  gray,  however,  would  be  particularly  appropriate.  In 
designing  a  jewelry  catalog,  an  arts-and-crafts  booklet,  or 
a  brochure  descriptive  of  fine  laces,  millinery,  etc.,  the  color 
design  should  be  refined — not  glaring ;  such  colors  as  brown 
and  olive,  blue  and  gray,  green  tint  and  green-black,  bull  and 
chocolate  Ijrown,  etc.  should  be  used. 

The  tints  and  shades  of  related  colors  for  harmony  are  best 
for  appealing  to  women  or  to  all  classes  that  have  fine  sensi- 
bilities. 

A  cover  for  a  catalog  of  mercantile-decoration  and  show- 
card-writing  supplies  should  be  designed  to  appeal  to  esthetic 
temperaments  and  the  colors  should  be  cliosen  with  this  idea. 
When  the  appeal  is  to  a  somewhat  primitive  class,  free  use 
may  be  made  of  the  primary  and  secondary  colors  and  hues 
and  strong  contrast.  To  the  more  refined,  appeals  should  be 
made  with  harmonious  and  well-balanced  tints  and  hues. 

Fig.  16  shows  a  group  of  catalog  covers  printed  in  a  variety 
of  color  combinations. 

COVERS 

52.  The  cover  of  a  catalog,  booklet,  or  folder  is  the  part 
that  has  the  first  opportvmity  to  attract  or  to  repel  interest; 
special  attention  should  therefore  be  given  to  its  preparation. 
Some  very  cheap  catalogs  are  printed  without  covers,  but  most 
advertisers  have  found  that  a  cover  on  the  catalog  is  worth 


§]S      CATAl.OCS.   P.OOKLI'.TS,  AND  FOLDRRS         29 

the  extra  cost.  It  not  only  improves  the  appearance,  but  it 
protects  the  first  and  last  pages  of  the  catalog  from  wear.  The 
cover  is  a  very  important  part  of  a  high-grade  catalog.  In 
the  production  of  a  cover,  there  are  three  factors  that  require 
careful  consideration;  namely,  (1)  the  paper;  (2)  the  design; 
and  (3)  the  color  harmony.  Unless  these  three  harmonize,  the 
effect  will  not  be  good. 


rOVIOR     I'AI'KRS 

53.     Sizes    and    Weights    of    Cover    Papers. — Cover 

papers  are  made  in  sheets  of  various  sizes,  those  most  com- 
monly used  being  20  in.X25  in.  and  22^  in.X28  in.  These 
papers  are  sold  by  the  ream  (500  sheets)  and  are  made  in 
various  weights,  from  30  to  130  pcnuids  to  the  ream.  This 
docs  not  mean  that  every  cover  paper  is  made  in  both  the  sizes 
mentioned,  for  many  covers  are  made  in  only  one  size  ;  nor 
does  it  mean  that  every  cover  stock  can  be  obtained  in  all  the 
different  weights,  for  most  cover  stocks  are  made  in  only  one 
or  two  weights.  When  a  cover  stock  is  listed  or  spoken  of  as 
20X25—100,  it  means  that  a  ream  of  500  sheets  of  this  stock, 
20  in.X25  in.  in  size,  weighs  100  pounds. 

It  is  impossible  to  show  in  this  Section  samples  of  even  most 
of  the  cover  papers  in  common  use.  Therefore,  it  should  be 
understood  that  the  specimens  that  are  shown  are  merely  a  few 
representative  styles.  The  beginner  should  not  always  call  for 
one  of  these  papers  when  it  is  necessary  to  make  a  selection, 
but  may  do  as  he  would  do  with  type ;  that  is,  give  the  printer 
a  general  idea  of  what  is  wanted  and  let  him  submit  the  avail- 
able paper  that  comes  nearest  to  that  kind.  It  should  also  be 
kept  in  mind  that  most  of  the  papers  shown  here  are  of  a  good 
grade ;  much  cheaper  papers  can  be  secured  that  will  do  well 
enough  for  some  classes  of  work.  Printers  usually  have  sample 
books  from  paper  manufacturers,  and  can  get  the  kind  of  paper 
an  advertiser  desires.  The  cost,  however,  on  small  special 
orders  will  usually  be  higher  than  the  list  price. 

54.  Cover-Paper  Finishes. — A  great  variety  of  styles, 
colors,   and   finishes   of    cover   papers    are    furnished   by   the 


:\0         CATALOGS,  BOOKLETS,  AND  FOLDERS      §  18 

various  paper  manufacturers,  some  of  them,  however,  being 
popular  for  only  a  short  time.  The  finishes  (the  surface  of 
the  paper  is  called  the  "finish")  in  general  use  are  enamel, 
antique,  crash,  linen,  plate,  ripple,  and  onyx.  The  manufac- 
turers furnish  many  varieties  of  style  and  color  in  each  of 
these  finishes. 

55.  Enameled  Cover  Paper. — The  surface  of  enameled 
cover  paper  is  smooth  and  polished  and  is  particularly  adapted 
to  printing  halftone  engravings  of  from  133-  to  200-line 
screen.  Line  cuts  and  type  designs  also  print  well  on  this  kind 
of  paper,  the  glossy  surface  adding  a  luster  to  the  ink  and  a 
sharpness  to  the  type  that  is  very  pleasing.  Both  subdued  tints 
and  strong  colors  can  be  obtained.  No  matter  what  kind  of  a 
type  design,  drawn  cover,  or  color  combination  is  desired,  it 
will  be  easy  to  secure  an  appropriate  tint  of  enameled  cover 
stock  to  harmonize  with  it,  Some  of  the  colors  obtainable  are : 
white.  India  tint  (very  light  buff),  green  tint,  pink,  straw, 
scarlet,  azure  (blue  tint),  and  rose  (pink  tint).  This  stock 
comes  in  sheets  20  in.X25  in.  and  25  in.X40  in.,  and  it  weighs 
60,  80,  100,  120,  and  130  pounds  to  the  ream.  In  Fig.  17  is 
shown  a  cover  printed  on  an  India  tint,  XXX  embossing 
cover  stock. 

'56.  \\'hen  a  catalog  or  booklet  exceeds  \  inch  in  thickness 
or  where  the  finished  work  will  receive  rough  handling,  enam- 
eled cover  stock  is  not  the  best  paper  to  use,  as  it  has  little 
tensile  strength ;  its  lack  of  strength  is  due  to  the  small  amount 
of  rag-fiber  body  and  the  large  amount  of  glue,  chalk,  and  clay 
used  to  give  the  highly  polished  surface.  If  it  is  desired  to  bind 
catalogs  thicker  than  |  inch  with  enameled  covers,  the  crease 
in  the  paper  should  be  made  to  run  with  the  grain,  so  as  to 
lessen  the  tendency  to  break.  As  the  size  and  weight  of  the 
catalog  or  booklet  increases,  the  weight  of  the  cover  stock 
should  be  increased  proportionately.  As  enameled  stock  soils 
easily,  it  should  not  be  used  for  covers  of  catalogs  or  booklets 
that  will  be  handled  by  machinists,  molders,  etc.  during  work- 
ing hours. 


SIS    CATAr-ocs,  BooKi.ias,  and  i.ui.dicrs       -.m 

57      Dull-Coated  Cover  Paper.-Tlie  surface  of  ,l„ll- 
coated  paper  ,s  sn,oo.h  without  the  high  fiuish  of  eua„,el  pap  ' 
Th  s  paper  w,ll  take  a  I33-scree„  half-tone,  a„<l  the  eff^e^  is 
softer  and  „,ore  refined  than  the  effect  of  the  ,darin.  po  is 
of  ena,„eed  paper.    Fig.  18  shows  a  cover  printed  on  W 1'- 
"ood  dull  coated.    This  paper  i.  u,a<Ie  :„  white  and  India. 

58.  Smooth  Antique  Finish.-A  great  variety  of 
papers  have  a  surface  that  is  slightly  rough^nd  fuzzy  to  the 
touch  These  are  known  as  antique  papers,  and  as  thev  are 
at tracfve,  tough,  and  durable,  they  n,.>ke  practical  covers  Jor 
catalogs  and  booklets.  Dark,  n.ediun,,  and  light  colo  s  are 
made,  the  dark  predon,i„ati„g  in  variety.     White,  black    and 

can  be  obtanred  from  any  paper  dealer,  the  prices  varying 
according  to  quahty.  For  covers  of  sn.all  booWets,  the  light- 
colored  stocks,  such  as  white,  buff,  light  blue,  ligh    gray   sea 

eur;o°  ;"■  ""'  "'  '''  '"'  '"  "^^-  -^^  «'-^  °ff"  ""k  diffi- 
culty to  tl,e  average  pnnter  ,n  securing  color  effects,  and  afford 

a  strong  contrasting  background  for  type  and  plates.  Half- 
tone .Ihistrafons,  or  illustrations  con.posed  partly  of  halt-tone 
and  partly  of  hne  cuts,  will  not  print  on  antique"  paper  of  any 
k.nd.  Lme  cuts,  however,  print  very  acceptably  on  this  stock 
Ihe  e.xan,ple  shown  in  Fig.  19  is  printed  on  art  brown,  antique 
nnish,  Potomac  cover  stock,  20X25—60  lb. 

JiH:  f"^"""  Fi„isu._0„e  of  the  n,ost  popular  current 
stvlcs  of  cover  paper  ,s  crash  iinish.     This  stock  has  a  finish 
resen,bhng  coarse  linen,  showing  the'  threads  crossing  each 
other  and  makmg  a  series  of  small,  irregular  squares      This 
fimsh  ,s  made  by  placing  a  piece  of  coarse  linen  cloth  on  each 
s.de  of  the  sheet  of  paper,  then  placing  the  sheet  of  paper 
be  ween   sheets  of   zinc,  and   running  under  heavy  pressure 
between  the  rolls  of  a  plating  n.achine.     With  the  excep  on 
of  the  very  small  sizes,  display  type  will  print  as  easily  on  this 
finish  as  It  w,ll  on  the  smoother  stocks.     Light-faced  body 
type   and   hall-tones   will   not   print   satisfactorily   on   crash- 
hmshed  cover  stock,  on  account  of  the  irregular  surface     Line 
cuts,  provided  they  do  not  have  too  large  spots  of  solid  surface 


Ii2         CATALUCS.  J'.OUKLI";rS.  AX[)  F(.)LL)I':KS      h« 

give  very  satisfactory  results.  Crash-tinish  covers  are  made 
in  a  variety  of  colors  and  shades  and  are  very  appropriate  for 
booklet  covers  and  folders.  The  colors  include  white,  light 
blue,  dark  blue,  coffee,  light  gray,  dark  gray,  light  green,  dark 
green,  brown,  terra  cotta,  and  bright  red.  The  example  shown 
in  Fig.  20  is  printed  on  buff  crash-finish  antique  cover  stock, 
20X25—60  lb. 

60.  Linen  Finish. — The  cover  paper  known  as  linen 
finish  is  similar  to  crash  finish,  except  that  the  grain  on  the 
surface  is  very  much  closer,  resembling  line  linen.  This  finish 
is  very  popular  and  is  suitable  for  almost  any  kind  of  cover 
■work  except  where  half -tope  cuts  are  used.  Linen  finish  can 
be  obtained  in  almost  any  tint  or  color  desired. 

01.     Hantl-Madc     FinLsh     or     Hip])Ie     Finish. —  The 

cover  paper  called  hand-made  finish  or  rij)ple  finish  has  a  some- 
what hard  surface  that  is  rippled  in  imitation  of  hand-made 
stock,  and  may  be  used  for  printing  with  any  kind  of  type, 
plate,  and  color  work,  w'ith  the  exception  of  half-tone  cuts.  The 
colors  include  all  the  desirable  shades.  In  Fig.  21  is  shown  a 
cover  printed  on  ripple-finish  stock,  20X25 — 60. 

62.  Plate  FinLsh. — The  cover  paper  called  plate  finish 
has  a  hard,  polished  surface  thr.t  is  very  smooth  and  suitable 
for  all  kinds  of  printing,  including  half-tone  cuts  not  finer  than 
120  screen.  Plate  finish  is  made  by  placing  stock,  before  it  is 
calendered,  between  sheets  of  zinc  and  subjecting  these  sheets 
to  hydraulic  pressure.  The  result  is  a  very  hard,  smooth  sur- 
face, without  high  polish.  The  example  shown  in  Fig.  22  is 
printed  on  plate-finish  stock,  20X25 — 65. 

63.  Onyx  Cover  Paper. — There  is  a  special  cover  paper 
made  with  beautiful  mottled  colors  resembling  the  graining  of 
onyx.  This  is  called  onyx  cover  paper.  Its  surface  is  smooth 
to  the  touch  and  slightly  wavy,  providing  a  fine  printing  surface 
for  type  and  line  engravings.  The  colors  are  white,  ash  gray. 
azure,  opal,  French  gray,  blue  gray,  Quaker  gray.  blue,  purple, 
sea  green,  tunjuoise,  cerise,  sage  green,  heliotrope,  mustard, 
onvx  gray,  blue  onyx,  brown  onyx,  green  onyx,  and  purple 


§  18      (."ATALUC.S,  UUUKLl-rrS,  AND  FOLDJ'.KS         .'53 

onyx.  Onyx  cover  paper  is  made  in  a  special  size — 21X33,  60 
and  80  pounds — and  it  is  rather  costly.  This  stock,  made  in 
crash,  ripple,  and  vellum  finish,  is  very  distinctive,  and  can  he 
relied  on  to  give  first-class  results.  The  example  shown  in 
Fig.  23  is  printed  on  onyx  cover  stock,  21X33 — 80. 

64.  Imitation  Leather. — Cover  stock  in  imitation  of 
leather  is  made  in  several  shades,  such  as  green,  red,  gray, 
black,  and  brown ;  one  variety  known  as  Levant  is  very. expen- 
sive. In  many  cases  such  stock  is  an  economical  substitute  for 
leather.  Sometimes  such  covers  are  reinforced  with  board 
backs  to  give  them  more  strength. 

65.  Cloth  for  Covers. — Where  a  catalog  or  booklet  is 
intended  for  hard  usage,  it  is  best,  wherever  cost  will  permit, 
to  consider  the  use  of  a  cloth  binding.  Cloths  for  this  purpose 
are  made  in  many  styles,  weaves,  colors,  and  prices.  '1  he 
binder  should  be  consulted  on  such  matters  because  of  the  wide 
range  of  price  and  (juality. 

(>6.  Pebbled  Paper. — Sometimes,  after  being  printed, 
cover  pages  or  inside  pages  of  a  catalog  or  booklet  are  run 
under  heavy  pressure  through  sets  of  rolls,  one  set  having  a 
rough  surface  resembling  sandpaper.  These  rolls  produce  a 
fine  grain  effect  in  the  paper,  known  as  pebbling.  If  it  is 
desirable  to  pebble  the  entire  booklet,  the  work  is  done  after 
the  job  is  printed  and  before  the  sheets  are  folded  and  bound. 
Pebbling  is  appropriate  only  for  work  printed  on  smooth-faced 
stock.  The  price  of  pebbling  is  approximately  $1  per  100 
sheets,  irrespective  of  size.  The  effect  on  half-tone  illustra- 
tions is  very  distinctive  and  adds  greatly  to  the  artistic  appear- 
ance of  high-grade  booklet  covers  and  pages.  Fig.  24  shows 
an  example  of  this  kind  of  work.  Other  effects  can  be  pebbled 
on  smooth  surfaces  as  well  as  the  egg-shell  effect  shown.  The 
treatment  in  this  illustration  is  rather  too  dainty  for  the  nature 
of  the  subject. 


34         CATALOGS.  BOOKLETS,  AND  FOLDERS      §  18 


Tvi'K   covKR   de:sig:vs 

67.  Type  Covers  and  Dra\vn  Covers. — When  the 
saving  of  time  and  cost  enters  largely  into  the  production  of  a 
catalog,  a  booklet,  or  a  folder,  it  is  advisable  to  use  a  type 
cover  design ;  that  is,  a  design  set  up  in  type.  Such  a  design 
is  cheaper  than  a  drawn  cover  design,  can  be  produced  in  much 
less  time,  and  sometimes  is  quite  as  effective.  The  comparative 
cost  of  a  high-grade,  two-color  type  design,  similar  to  that 
shown  in  Fig.  21,  and  a  high-grade,  two-color  drawn  cover, 
similar  to  that  shown  in  Fig.  24,  is  as  $L50  is  to  $25,  not  includ- 
ing the  cost  of  engraving.  A  type  design  of  the  character  of 
that  shown  in  Fig.  21  can  be  set  in  about  1  hour;  whereas,  a 
two-color  drawn  cover  of  the  character  of  that  in  Fig.  24, 
would  require  a  week  or  two  for  the  artist  and  engraver  to 
complete  the  drawing  and  plates.  Of  course,  the  design  in 
Fig.  24  is  an  example  of  a  very  high-grade  cover ;"  that  in 
Fig.  21  does  not  compare  with  it  in  point  of  quality.  Very 
often,  on  small  booklets  or  folders,  the  nature  of  the  subject 
precludes  the  use  of  a  drawing  unless  ornamental  lettering  is 
desired  or  the  proper  weight  cannot  be  obtained  with  type. 

68.  Relation  of  Subject  to  Cover  Design. — In  design- 
ing a  cover  the  subject  of  the  catalog,  booklet,  or  folder  should 
always  be  kept  in  mind,  so  that  the  design,  so  far  as  possible, 
will  be  in  harmony  with  the  subject  matter.  If  the  catalog  is 
to  treat  of  heavy  machinery  or  bulky  material  of  any  kind,  the 
design  may  be  of  a  strong,  bold  nature  and  be  in  perfect  har- 
mony with  the  subject  (see  Figs.  21  and  25).  On  the  other 
hand,  if  the  cover  is  intended  for  a  fine  brochure,  a  jewelry  or 
a  fine-arts  catalog,  or  a  booklet  descriptive  of  millinery  or 
high-grade  books,  or  something  of  a  like  nature,  the  design 
should  be  light  in  effect  and  very  tastefully  arranged.  In 
designing  lodge  folders,  brochures,  catalogs  of  regalia,  etc.,  if 
possible,  use  a  design  and  einblematic  cut  appropriate  to  the 
subject. 

69.  Use  of  Solid  Backfirrounds. — Sometimes  an  excel- 
lent effect  can  be  obtained,  as  in  Fig.  20.  by  using  a  reverse 


§1S      CATALOGS.  BOOKLl-TS.  AND  I<OLI)I:rS         ;;r, 

plate  such  as  is  used  for  producing  wliite  letters  on  a  dark 
background.  This  allows  the  color  of  the  stock  to  show 
through  and  also  gives  a  larger  showing  of  the  color  of  the 
ink  used. 

4O.  Embossing-. — Good  effects  in  cover  designs  can  be 
secured  by  embossing;  that  is,  by  having  type  lines,  trade- 
marks, or  illustrations  on  covers  appear  in  raised  lines,  as 
shown  in  Figs.  19  and  23.  Both  the  lettering  and  the  design  in 
these  instances  are  drawn ;  but  set  type  can  be  embossed  in  the 
same  way.  This  effect  can  be  produced  to  a  limited  extent 
on  a  job-printing  press,  but  the  best  results  can  be  obtained 
only  by  the  use  of  an  embossing  press.  This  raised  effect  is 
produced  after  the  printing  has  been  completed. 

71.  Use    of    Ornamentation    and    Rule    Work. — In 

designing  a  cover  page  to  be  set  in  type,  care  should  be  taken 
to  secure  artistic  type  effects  without  complex  elements  entering 
into  the  design.  Ornamentation  and  rule  work  that  interferes 
in  the  slightest  degree  with  the  reading  of  the  title  and  other 
wording  on  the  cover,  should  be  avoided. 

72.  Use  of  Small  Type  on  Dark  Covers.— Body  type 
or  small  sizes  of  light-faced  display  type  should  not  be  used 
on  dark  cov.er  stocks.  This  would  not  only  be  injurious  to 
the  sight,  but  it  would  do  more  than  anything  else  to  send  the 
advertising  matter  to  the  waste  basket.  People  will  not  waste 
time  in  trying  to  read  matter  that  is  hard  to  decipher. 

73.  Display  Lines  on  Catalog  Covers. — The  subject 
of  the  catalog  should  usually  be  the  strongest  line  on  the  cover. 
If  the  name  of  the  firm  or  other  copy  is  to  appear  also,  it 
should  be  of  a  size  of  type  that  is  easy  to  read,  but  in  such 
form  and  position  that  it  will  not  detract  from  the  main  idea. 


ILLUSTRATED     COVER     DESIGNS 

74.  Drawn  Cover  Designs. — Sometimes  in  order  to 
obtain  a  strong  and  effective  design  that  will  be  in  keeping 
with  the  subject  advertised,  it  is  advisable  to  have  it  drawn 


30         CATAT.OCS.  ROOKLT^TS.  AND  FOLDKRS       §18 

especially  for  the  purpose.  A  drawn  cover  design  should  be 
symbolic,  if  possible,  and  should  s^ivc  a  suggestion  as  to  the 
contents  of  the  book.  While  the  lettering  may  be  artistic,  it 
should  be  simple,  plain,  and  forceful.  Where  a  symbolic 
design  cannot  be  used,  a  plain,  tastefully  lettered  title  makes 
a  very  handsome  cover,  its  very  simplicity  giving  the  work  a 
dignity  that  a  labored  design  always  lacks.  Hand  lettering,  as 
shown  in  Figs.  24  and  25,  has  a  distinctiveness  that  is  impossi- 
ble to  duplicate  with  type. 

Simple  designs  are  far  more  effective  than  ponderous  or 
complex  ones.  Grotesque  designs  should  be  avoided,  ^^'hile 
they  may  for  the  moment  attract  attention,  they  will  seldom 
stimulate  a  careful  reading  of  the  text  pages. 

75.  Instructions  to  the  Artist. — When  a  drawn  cover 
is  decided  on.  the  advertising  man  should  give  the  designer  a 
general  idea  of  what  is  wanted.  If  the  writer  has  anything  in 
his  file  of  a  similar  nature,  he  should  let  the  designer  have  it 
so  that  the  idea  and  the  general  appearance  desired  may  be 
gras])ed.  If  a  leaf  or  a  texture  is  to  be  imitated,  the  designer 
should  have  a  sample  or  a  photograph.  Designers  appreciate 
this  service,  as  it  removes  to  some  extent  the  uncertainty  of 
satisfying  the  customer  with  the  fmished  work.  Unless  the 
advertisement  writer  is  an  artist  or  has  had  much  experience 
in  having  designs  made,  he  should  not  limit  the  designer  to  any 
rigidly  specific  plan.  The  experienced  artist  is  a  specialist,  and 
if  given  some  liberty  he  may  be  able  to  modify  the  advertise- 
ment writer's  idea  to  great  advantage,  or  to  draw  something 
that  is  far  more  appropriate  than  is  suggested.  When 
requested,  the  artist  will  furnish  a  rough  sketch  of  the  design 
before  making  the  finished  drawing.  This  will  prevent  any 
misunderstanding  and  afford  satisfaction  to  both  the  artist  and 
his  customer. 

r\ill  particulars  should  be  given  the  artist  as  to  the  color  and 
finish  of  stock,  the  subject  to  be  advertised,  the  reading  matter, 
the  colors  to  be  used  in  j^rinting  (unless  this  is  left  to  the 
artist's  judgment,  which  is  often  advisable),  and.  by  all  means, 
the  exact  dimensions  of  the  cover,  in  inches,  and  whether  the 


^IS      CATATJHiS.   I'.OOKLl-.TS,  AND  I'OI.DI-.KS         157 

design  should  be  drawn  to  vv:u\  the  loii!:,'  way  or  the  short  vay 
of  the  page. 

76.  Advertising:  Value  of  a  Desiffli. — Care  should  be 
taken  to  see  that  the  designer  does  not  draw  an  illustration  that 
contains  more  pure  art  than  advertising  value.  It  is  not  always 
the  object  of  a  catalog  or  a  booklet  cover  to  present  merely  a 
beautiful  appearance.  Usually,  beauty  should  be  combined 
with  advertising  value.  Only  illustrators  accustomed  to  com- 
mercial work  can  be  trusted  to  keep  the  advertising  idea  before 
them  in  designing  covers.  Artists  are  likely  to  make  serious 
mistakes,  and  when  these  mistakes  are  incorporated  in  the 
finished  drawing,  it  results  in  expensive  alterations  to  meet 
requirements.  For  instance,  a  manufacturer  of  a  harvesting 
machine  placed  a  catalog  job  in  the  hands  of  an  advertising 
man,  giving  him  liberty  to  use  his  judgment  as  to  the  design. 
The  advertising  man  wanted  to  use  an  illustrated  cover  that 
would  be  attractive  and  strongly  suggestive  of  both  the  machine 
and  its  use,  and  he  gave  the  artist  instructions  to  that  effect. 
When  the  drawing  was  delivered,  it  showed  a  beautiful  field 
of  wheat — a  work  of  art — but  the  harvesting  machine  was  so 
far  in  the  background  and  so  insignificant  in  size  that  it  had 
practically  no  advertising  value.  The  artist  had  drawn  a  design 
that  was  more  appropriate  for  a  grain-seed  catalog  than  for 
a  catalog  of  farm  machinery.  In  this  case,  it  was  necessary  to 
redraw  the  entire  illustration  and  to  bring  the  machine  to  the 
foreground.  Had  the  advertising  man  requested  a  rough 
sketch  before  the  artist  made  the  finished  drawing,  all  diffi- 
culties, lost  time,  and  extra  expense  would  have  been  avoided. 

In  designs  more  or  less  technical  in  nature,  it  is  well  to  have 
the  finished  drawing  inspected  by  technical  experts  for  errors 
in  detail  before  the  plates  are  made.  Neglect  to  do  this  some- 
times results  in  ludicrous  mistakes.  Such  mistakes  have  been 
made  as  that  of  showing  a  hunter  shooting  from  the  right 
shoulder,  with  the  right  foot  forward ;  an  interior  bank  scene 
with  no  cage  around  the  teller ;  a  locomotive  dashing  ahead 
with  the  reverse  lever  in  the  gear  that  would  make  the  loco- 
motive run  backward ;  etc. 


3s       c\'r.\[.()(;s.  B()()Kli:ts.  axd  folders     §is 

77.  In  Fig.  25  is  shown  the  cover  page  of  a  circular  of 
a  mechanical-  and  architectural-drawing  course  issued  by  the 
International  Correspondence  Schools.  This  is  an  excellent 
emblematic  design,  combined  with  a  color  appropriate  to  the 
subject.  It  has  the  appearance  of  a  blueprint,  and  a  blueprint  is 
a  direct  suggestion  of  drawing  and  the  drafting  room.  This 
design  was  printed  from  a  reverse  line  plate  on  white  paper 
in  blue  ink,  the  lettering  standing  out  strongly  on  the  original 
white  stock. 

It  is  not  an  easy  matter  to  have  a  design  made  up  that  is 
typical  of  the  subject,  and  it  requires  great  care  and  fore- 
thought in  the  preparation ;  but  as  the  mails  are  full  of  com- 
monplace work,  the  advertisement  writer  will  usually  be  repaid 
for  making  special  efforts  to  have  his  design  appropriate  as 
well  as  attractive. 

Suppose  it  is  desired  to  get  up  a  cover  for  a  manufacturer 
of  refrigerators.  A  photograph  of  the  particular  refrigerator, 
with  the  doors  open,  and  a  neatly  attired,  attractive-looking 
young  woman  in  the  act  of  placing  something  in  it  may  be 
procured.  This  would  give  an  element  of  life  to  the  illustra- 
tion. Printed  in  light  and  dark  green  on  white  cover  stock,  this 
design  would  give  a  suggestion  of  coolness  and  cleanliness 
particularly  appropriate  to  the  subject. 

The  design  shown  in  Fig.  24  is  appropriate  for  a  booklet 
describing  a  device  for  thawing  out  pipes.  The  colors  and  the 
design  are  in  perfect  harmony  with  the  subject.  Note  the 
frozen  appearance  of  the  tire-plug,  the  pebbling,  and  the  pure- 
white  background  suggesting  snow  and  ice.  The  treatment, 
however,  is  a  trifle  too  dainty  for  the  subject ;  a  sturdy  upright 
lettering  would  be  better. 

In  Fig.  26  are  reproductions  of  a  number  of  covers,  showing 
effective  use  of  illustrations  and  hand  lettering.  A  study  of 
this  exhibit  will  show  the  wide  range  that  is  possible. 

In  such  cities  as  New  York,  Chicago,  Philadelphia,  etc.,  it  is 
an  easy  matter  to  find  designers  capable  of  oroducing  high- 
grade  covers.  The  advertising  man  located  in  a  small  city, 
however,  will  likely  have  to  have  this  work  done  out  of  town. 
There  are,  in  large  centers,  designing  and  engraving  firms  that 


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EVERHART- CROMWELL- DICKINSON  CO 


308    §  18 


SCRANTON,  PA.  U.  S.A. 

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40         CATALOGS.  BOOKLETS,  AND  FOLDERS      §  18 

make  a  specialty  of  sucli  work,  and  they  can,  when  furnished 
with  a  general  idea  of  the  advertiser's  needs,  not  only  prepare 
an  appropriate  cover  but  also  print  the  entire  catalog. 


TWO-COl,OR     COVERS 

78.  Artistic  cover  designs  can  be  produced  by  the  use  of 
two  colors  of  ink.  These  colors  should  be  of  a  hue,  shade,  or 
tint  that  will  harmonize  with  a  colored  stock  by  which  another 
element  is  added  to  the  combination,  thus  producing  a  three- 
color  efifect  with  the  use  of  only  two  inks. 

If  related  harmony  is  desired  the  ink  should  be  the  same 

color  as  the  stock  but  should  be  sufficiently  lighter  or  darker 

to  get  good  contrast.  The  following  are  some  pleasing  com- 
binations : 

Black  and  light  green.       .  Dark  green  and  bright  brown. 

Black  and  light  blue.  Green-black  and  buff. 

Black  and  orange.  Green-black  and  orange. 

Black  and  red.  Green-black  and  red. 

Blue  and  brown.  Green  tint  and  dark  green. 

Blue  and  orange.  Light  gray  and  dark  gray. 

Blue  tint  and  deep  blue.  Olive  and  bright  red. 

Buff  and  chocolate  brown.  Olive  tint  and  dark  olive. 
Olive  and  brown. 

79.  Effect  of  Cover  Stocks  on  Colors. — An  important 
point  to  keep  in  mind  is  that  colored  cover  stocks  will  change 
the  effect  of  colored  ink  from  that  which  it  shows  when  printed 
on  white.  For  instance,  an  ink  that  is  chocolate  brown  on 
white  will  be  almost  black  on  some  cover  stocks  and  a 
lighter  brown  on  others.  In  printing,  when  the  pressman 
knows  the  exact  tone  desired,  he  will  modify  the  ink  so  as  to 
make  it  produce  what  is  wanted. 

A  study  of  the  examples  shown  in  Fig.  16  will  show  what 
beautiful  effects  can  be  produced  by  the  harmonious  association 
of  various  colors.  The  covers  there  shown  are  representative 
of  the  work  of  the  best  American  printers.  This  illustration 
is  also  an  example  of  what  may  be  done  in  color  reproduction 
by  the  four-color  j^rocess.  Only  four  plates  were  used  in 
printing  this  illustration. 


§  IS      CATALOGS,  BOOKLETS,  AND  FOLDERS         41 

80.  Printing  and  Embossing  on  Dark  Cover 
Stocks. — On  very  dark  cover  stocks,  attractive  results  can  be 
obtained  by  printing  a  single  line  or  a  couple  of  lines  in  a  bright 
color,  such  as  pure  white,  silver,  gold,  light  red  on  black ;  very 
bright  buff  on  dark  brown;  white  or  turquoise  blue  on  very 
dark  blue,  etc.  This  effect  may  be  heightened  by  en^bossing 
the  lines.  No  ornamentation  or  rule  work  is  needed  for  a  cover 
of  this  class,  the  harmonious  contrast  of  stock,  color,  and 
embossing  being  sufficient  in  themselves. 

81.  Use  of  Tints  on  Dark  Cover  Stocks. — On  very 
dark  covers,  light  tints  are  often  printed  in  masses  and  the 
title  printed  on  the  tint.  For  example,  suppose  it  is  desired  to 
use  a  very  dark-blue  cover  and  to  print  the  title  on  the  cover. 
As  it  would  be  practically  impossible  to  print  any  color  of  ink, 
except  a  very  bright  one,  on  dark-blue  stock  so  that  it  could  be 
easily  read,  the  best  plan  would  be  to  print  a  white  or  very 
pale-blue  tint  over  part  of  the  cover,  and  then  print  the  title 
over  this  tint.  If  the  work  is  done  well,  the  result  will  be  very 
artistic.  Either  one  or  two  colors  of  ink  may  be  used  in  print- 
ing on  the  tinted  panel,  according  to  the  amount  of  money  that 
can  be  spent  for  the  work. 

If  the  cover  is  only  medium  dark,  as  in  Fig.  21,  fairly  good 
effects  can  be  produced  by  printing  a  panel  in  a  little  darker 
color  than  the  cover  stock  and  using  on  it  bold  type  printed *in 
ink  of  a  dark  harmonious  color. 

82.  "Tipping-  On"  Dark  Stocks. — Striking  effects  can 
be  secured  by  printing  all  or  part  of  the  title  on  a  slip  of  white 
or  very  light  tinted  stock,  such  as  onyx,  enameled  book,  etc., 
and  then  pasting  this  on  a  dark  cover  stock.  This  method  is 
known  as  tipping  on  and  may  be  applied  to  booklets,  prospec- 
tuses, brochures,  etc.  When  a  half-tone  illustration  must  be 
used  in  a  booklet,  that  is  to  be  printed  on  antique,  linen,  or 
crash-finish  stock,  or  on  any  dark  stock  where  it  would  not 
show  to  advantage,  it  is  well  to  print  the  half-tone  on  enameled 
book  stock  and  tip  this  piece  on  the  regular  stock  of  the  booklet. 

8.3.  Objection  to  Colors  on  Second  and  Third 
Covers. — If  the  second,  third,  or  fourth  pages  of  a  cover  are 


■i?         CATALOGS,  ROOKLKTS.  AND  FOLDERS       §18 

to  be  printed,  c.irc  should  be  taken  to  see  that  the  color  combi- 
nation on  the  iirst  cover  is  suitable  for  any  desii^n  that  may  be 
planned  for  the  fourth  cover.  Two  or  more  colors  are  not 
commonly  used  on  the  second  or  third  pages  of  covers,  for  the 
reason  that  colors  on  the  second  cover  will  detract  from  the 
effect  of  the  title  page,  especially  if  the  title  page  is  printed 
opposite  the  second  cover  page;  and  if  colors  are  not  used  on 
the  second  cover,  it  would  not  be  consistent  with  the  best  print- 
ing practice  to  use  them  on  the  third  cover. 

In  the  printing  world  the  front  cover  is  known  as  the  first 
cover;  the  inside  of  the  front  cover,  as  the  second  cover ;  the 
inside  of  the  back  cover,  as  the  tJiird  cover ;  and  the  outside  of 
the  back  cover,  as  the  fourth  cover.  By  thus  referring  to  cover 
pages  by  number  there  is  no  such  possibility  of  misunderstand- 
ing as  there  would  be  in  using  such  expressions  as  "the  inside 
of  the  cover,"  whicli  might  mean  cither  the  second  cover  or 
the  third  cover. 


INSIDE  PAGES  OF  CATALOGS,  BOOKLETS, 
AND  FOLDERS 

84.  While  the  cover  of  a  catalog,  a  booklet,  or  a  folder  is 
of  prime  importance  in  attracting  the  attention  of  a  possible 
customer,  it  is  not  advisable  to  make  the  cover  the  only  feature 
of  attraction.  Some  booklets  are  sent  out  with  beautiful 
covers,  but  liave  poorly  arranged  and  printed  interior  pages. 
This  neutralizes  the  good  impression  created  by  the  outside 
the  moment  the  covers  are  opened  and  the  inside  pages  are 
brought  into  view.  While  the  cover  should  attract  attention, 
the  inside  pages  should  be  designed  so  as  to  present  the  argu- 
ment and  information  in  the  most  attractive  and  forceful 
manner,  in  order  that  it  can  be  grasped  with  the  least  possible 
effort.  As  with  the  cover,  three  factors  combine  to  produce 
this  result,  namely,  (1)  the  ])aper;  (2)  the  typography;  and 
(3)  the  color  harmon}'. 


SIS      CVIALU^.S,  iJUUKlJ:iS,  AND   I'OLDliRS         4:j 


BOOK     AND     SPECIAI-     I'APKUS 

85.  Sizes  and  Weights.— Book  and  special  papers  arc 
made  in  a  great  variety  of  sizes  and  weights,  the  sizes  varying 
from  22  in.X28  in.  to  39  in.X54  in.  to  the  sheet,  and  the 
weights  from  25  to  150  pounds  to  the  ream  of  500  sheets.  The 
principal  sizes,  in  inches,  of  hook  papers  are  22X28,  22X32, 
25X38.  28X42.  28X44,  30AX41,  and  32X44.  All  book  papers 
are  not  made  in  these  sizes,  many  styles  and  weights  being 
made  only  25  in.X38  in.,  which  is  the  commonly  accepted 
standard  size  of  book  paper.  Book  papers  are  sold  in  reams 
of  500  sheets,  and  when  spoken  of  as  twenty-five,  thirty-eight, 
one  hundred  (written  25X38—100).  the  meaning  is  that  500 
sheets  of  paper  25  in.X38  in.  in  size  will  weigh  100  pounds. 
Book  papers  are  made  in  various  qualities,  from  very  low  to 
very  high  grade. 

The  material  used  in  the  manufacture  of  paper  consists  very 
largely  of  wood  fiber,  known  as  ccllitlosc,  and  cotton  rags. 
The  cheap  grades  of  paper  are  made  from  wood  pulp,  the 
medium  grades  from  a  combination  of  wood  pulp  and  rags, 
and  the  best  grades  from  pure  rag  stock. 

80.  Various  Paper  Finishes. — Papers  suitable  for 
catalogs,  booklets,  and  folders  are  made  in  various  kinds  of 
finish,  principal  among  which  are  supercalendercd,  sized  and 
supercalendered  (called  S.  &  S.  C),  enameled,  dull  coated, 
plate,  wove  antique,  laid  antique,  rough  wove  and  laid  antique, 
linen,  hand-made  finish  or  ripple  finish,  hand-made  Japan, 
repousse,  and  translucent  cardboard.  The  only  grades  suitable 
for  illustrated  catalog  and  booklet  work  arc  those  with  smooth 
surfaces  or  surfaces  that  can  be  crushed  smooth. 

Any  special  design,  weave  or  finish,  size  or  weight  can  be 
obtained  from  paper  nulls  when  the  edition  is  large  enough  to 
need  one  or  more  tons  of  paper. 

'87.  Supercalendered  and  Sized  and  Supercalen- 
dered Papers. — Where  catalogs  and  booklets  consist  of  many 
pages  and  are  sent  out  in  large  quantities,  the  cost  of  mailing 
is  an  important  item.     The  inside  pages  of  many  of  the  bulky 


44         CATALOGS.  BOOKLETS,  AND  FOLDERS      §  18 

mail-order  catalogs  are  therefore  printed  on  a  very  light  weight 
of  supercalendered  stock,  sometimes  as  light  as  25  pounds  to 
the  ream.  Ordinarily,  if  the  catalogs  are  not  too  bulky,  60- 
and  70-pound  stock  is  used ;  so  that  the  use  of  25-pound  stock 
by  the  mail-order  firms  saves  at  least  50  per  cent,  in  postage — 
which  means  a  great  deal  in  extensive  campaigns. 

Sized  and  supercalendered,  or  "S.  &  S.  C,"  as  it  is  usually 
called,  is  a  smooth-finished  stock  made  in  both  white  and 
natural  (slightly  tinted,  without  bleaching)  finishes.  It  may 
also  be  had  in  a  few  tints.  It  is  particularly  suitable  for  bulky 
catalog  work,  where  both  cheapness  and  light  weight  are  of 
primary  importance.  Supercalendered  and  sized  and  super- 
calendered  papers  do  not  differ  greatly  in  either  appearance  or 
smoothness.  Engraving  and  Printing  Methods,  Part  2,  should 
be  referred  to  in  connection  with  these  descriptions  of  papers. 

Supercalendered  paper  is  tough  and  strong — ciualities  that 
are  important  where  the  printed  matter  is  to  receive  constant 
handling. 

88.  Proper    Weights    of    "Super"    Paper    to    Use. 

Supercalendered  papers  give  excellent  results,  both  from  an 
illustrative  and  a  typographic  standpoint.  They  "bulk"  closely, 
that  is,  the  pages  set  close,  allowing  a  large  number  of  pages 
to  come  within  a  very  thin  book,  especially  if  the  light  weights 
are  used.  Where  a  catalog  consists  of  only  16,  24,  or  32  pages, 
it  is  advisable  to  use  70-  or  80-pound  stock,  so  as  to  give 
stability  and  bulking  qualities  (thickness)  that  will  impress 
the  customer.  Where  the  pages  are  few  in  number,  extremely 
thin  paper  might  give  an  impression  of  cheapness.  For  small 
booklets  and  folders,  a  60-,  a  70-,  or  an  80-pound  stock  is  best 
adapted  to  meet  general  requirements. 

89.  Enameled  Book  Paper. — Where  it  is  necessary  to 
print  high-grade  half-tones,  so  as  to  bring  out  the  details  of 
subjects  with  great  accuracy,  enameled  book  stock  should  be 
used.  Vignetted  half-tones  print  particularly  well  on  this  class 
of  stock.  The  higher  the  grade  of  the  enameled  stock,  the 
better  will  be  the  result.  Enameled  book  paper  will  afford 
excellent  results  in  all  kinds  of  printing,  as  its  polished  surface 


§  18      CATALOGS,  BOOKLETS,  AND  FOLDERS         45 

gives  the  ink  a  gloss  unobtainable  with  the  cheaper  grades  of 
stock.  This  kind  of  paper  has  one  great  defect.  It  will  not 
stand  much  handling ;  that  is,  it  will  crack  and  tear  away  from 
the  binding  very  easily.  If  enameled  book  paper  is  used  for  a 
folder,  particular  care  should  be  taken  to  get  a  tough  grade 
suitable  for  folding,  otherwise,  after  the  folder  has  been  opened 
and  closed  a  few  times,  the  stock  will  crack  and  break.  This 
can  sometimes  be  avoided  by  scoring  on  press.  This  is  done 
by  printing  the  crease  with  rules  without  using  ink. 

Enameled  book  paper  is  practically  the  same  as  enameled 
cover  paper,  except  that  it  is  lighter  in  weight.  It  is  made  in 
white,  flesh  color,  robin's-egg  blue,  light  buff,  rose,  tea,  golden- 
rod,  primrose,  and  light  green. 

90.  Use   of    Various   Tints   and   Colors    of   Paper. 

Where  half-tone  cuts  are  to  be  printed,  it  is  usually  advisable 
to  use  white  enameled  book  stock  in  order  to  secure  proper 
contrast.  Half-tone  illustrations  may  be  printed  on  any  very 
light  tint  of  polished  paper,  bvit  white  paper  produces  the 
greatest  contrast  and  shows  the  fine  details  of  the  soft  tones 
to  the  best  advantage.  In  small  folders,  very  artistic  results 
can  be  obtained  on  India  tint,  light  blue,  light  green,  and  other 
tints  of  enameled  book  stock  by  printing  the  type  in  a  darker 
tone  of  the  same  color.  For  small  booklets,  where  the  cover 
is  a  very  dark  color,  such  as  blue,  green,  brown,  etc.,  the  inside 
pages  may  be  a  lighter  tint  of  the  same  color.  For  example, 
if  a  cover  is  to  be  printed  on  a  very  dark-green  stock,  an 
enameled  book  paper,  with  a  faint  tinge  of  green,  printed  in  a 
darker  shade  of  green,  may  be  here  appropriately  used  for  the 
inside  pages. 

91.  Dull-Coated  Book  Paper. — Illustrations  of  furni- 
ture, and  of  leather  or  other  goods  that  require  the  finished 
effect  of  soft  tones,  look  best  on  dull-coated  book.  This  paper 
has  practically  no  gloss,  yet  the  surface  is  so  smooth  as  to  per- 
mit of  the  use  of  133-screen  half-tones.  The  paper  manufac- 
turers have  really  accomplished  a  wonderful  result  in  dull- 
coated  paper,  and  such  paper  has  a  wide  use. 


4G         CAJAIXHiS.  IlUUKLl'/rS.  AND  FOLDICRS      §18 

When  lialf-toncs  are  to  be  used  on  dull-coaled  paper,  the 
engraver  should^be  so  informed  when  they  are  ordered.  He  will 
then  furnish  a  plate  with  more  contrast  to  allow  for  the  increase 
of  the  size  of  the  dots  and  the  slight  darkening  of  the  lighter 
tints  in  printing.  Half-tones  of  somewhat  coarser  screen  are 
desirable  for  printing  on  dull-coated  stock  than  on  glossy 
papers. 

Dull-coated  book  paper  is  made  in  practically  the  same  sizes, 
weights,  and  colors  as  enameled  book  paper. 

92.  Antique  Paper. — Paper  without  a  gloss  is  much 
easier  on  the  eyes,  especially  when  artificial  light  is  used. 
Anticjue  paper  has  a  dull  surface,  being  practically  an  unfinished 
paper.  It  is  extensively  used  for  booklets  and  folders  in  which 
no  half-tone  illustrations  are  to  be  printed.  The  porous  sur- 
face prevents  the  use  of  half-tone  illustrations,  unless,  of  course, 
this  surface  can  be  crushed  smooth.  Some  processes  are  being 
developed  (such  as  the  offset  process  and  others)  that  make 
it  possible  to  print  half-tones  on  rough  stock.  In  ordering 
such  work,  however,  the  advertising  man  should  go  carefully 
and  be  very  sure  of  his  printt.      ability. 

When  a  booklet  is  to  be  printed  on  antique  paper  and  it  is 
necessary  to  use  a  hrdf-tone  illustration,  the  half-tone  is  usually 
printed  on  enameled  book  pai)er,  which  is  then  cut  to  the  saiue 
size  as  the  other  pages  and  l)ound  in  as  an  inset ;  that  is.  an 
inserted  page.  The  effect  is  artistic  when  well  done  and  the 
cost  is  not  great. 

93.  Laid  Antique  Paper. — 'i'lie  stock  known  as  laid 
antique  has  a  rough  surface  that  is  made  by  a  series  of  very 
close,  fine  lines.  On  holding  laid  paper  to  the  light,  slight 
parallel  wire  marks  from  ^  inch  to  1|  inches  apart  will  be 
noticed.  Laid  antique  paper  is  particularly  appropriate  for 
printing  semibold  faces  of  type,  such  as  Old-Style  Antique, 
Cheltenham,  Avil,  etc. 

94.  Wove  Antique  Paper. — The  paper  called  wove 
antique  has  a  surface  closely  resembling  the  sheil  of  a  newly 
laid  egg.  This  paper  gives  fine  results  in  high-grade  booklet 
and   folder  work.     On  wove  antique,  Old-Style  Roman  type 


ijis       CATALCUiS.   !'.()(  )KlJ';rs,  ANM)   1'()LI)1-:KS  17 

and    similar   type    arc    i)articularly    appropriate    for    the    l)o(ly 
matter,  and  line  cuts  are  particularly  good  for  illustrations. 

J>5.  Rou^h  Antique  Paper. — Another  antique  paper 
having  the  same  quality  and  body  as  wove  and  laid  antique 
papers,  except  that  the  finish  is  rougher  to  the  touch,  is  called 
rough  antique.  It  is  a  very  fine  paper  for  brochures  and  high- 
grade  booklets  and  folders. 

1)6.  Plate-Finish  Paper. — The  paper  known  as  plate 
finish  is  a  smooth-surfaced  paper,  but  not  so  smooth  as  enam- 
eled book.  Plate-finish  paper  is  really  a  high-grade,  heavy 
antique  book  or  cover  paper  that  has  been  run  through  hot 
'  rolls  with  tremendous  pressure.  It  is  not  coated — simply  pol- 
ished by  the  hot  rolls  and  the  pressure.  It  is  suitable  for  all 
kinds  of  illustrations,  including  half-tones  of  not  more  than 
133-line  screen.  As  the  finish  is  part  of  the  body  of  the  stock, 
this  paper  is  tougher  and  stronger  than  enameled  book. 

J)7.  Linen-Finisli  Paper.— Book  papers  with  a  linen 
finish  arc  much  finer  in  texture  vji  the  surface  than  are  the 
linen-finish  cover  papers.  Book  papers  of  this  kind  will  there- 
fore take  the  smaller  sizes  of  type  more  easily  and  can  be  used 
satisfactorily  for  line  engravings,  provided  there  is  not  too 
much  solid  color  on  the  plates.  Half-tones  will  not  print 
properly  on  linen-finish  paper.  As  a  rule,  linen-finish  book 
papers  are  lighter  in  weight  than  the  linen-finish  cover  stocks, 
and  are  of  a  soft,  pliable  texture.  This  kind  of  book  paper 
comes  in  white,  hght  bufT,  and  various  tints,  the  principal  size 
being  25  in.X38  in.  to  the  sheet. 

98,  Crash-Finish  Paper. — Book  stock  with  a  crash 
finish  resembles  very  closely  the  crash-finish  cover  stock,  but 
it  is  Hghter  in  weight  and  somewhat  smoother  on  the  surface, 
so  that  body  type  can  be  used  successfully.  This  paper 
comes  in  white  and  light  buff  only,  and  is  of  the  same  size  as 
linen-lfinish  book  paper.  It  is  not  suitable  for  half-tone  print- 
ing or  for  small  type. 

99.  Hand-Made  Finish,  or  Ripple  Finish. — Tlie 
hand-made-finish  book  papers  can  be  had  only  in  the  higher- 


48         CATALOGS.  BOOKLETS,  AND  FOLDERS       §  18 

priced  qualities.  The  surface  of  this  stock  greatly  resembles 
the  hand-niade-finish  cover  paper,  but  it  is  made  lighter  in 
weight  and  slightly  finer  in  texture,  so  that  body  type  may  be 
used  in  printing  on  it.  Hand-made-finish  papers  are  suitable 
for  fine  line  cuts,  but  half-tones  will  not  print  satisfactorily  on 
them  unless  the  paper  is  treated  specially. 

100.  Hand-Made  Paper.  —  The  genuine  hand-made 
paper,  as  its  name  implies,  is  made  by  hand  instead  of  machine. 
It  is  very  costly,  as  each  sheet  is  made  separately  and  only 
the  finest  raw  materials  are  used.  Hand-made  paper  has  an 
antique  finish,  and  is  particularly  attractive  to  the  touch 
and  eye. 

101.  Japan-Finish.  Paper. — The  paper  with  Japan 
finish  is  made  in  only  one  or  two  styles,  principal  among  which 
is  the  Strathmore  Japan,  a  very  high-grade  paper  made  in  both 
plate  and  very  fine  antique.  These  papers  resemble  parchment, 
are  made  of  the  very  best  grade  of  rag  stock,  in  white  and 
buff,  and  are  extremely  durable.  Very  artistic  results  can  be 
produced  with  this  stock. 

102.  Vellum-Finish  Paper. — The  stock  known  as 
vellum  finish  is  made  by  the  Japanese  from  the  wood  of  the 
Japanese  paper  mulberry  tree.  This  paper  has  a  remarkably 
fine  texture,  is  buff  in  color,  and  is  very  durable.  On  holding 
vellum-finish  paper  to  the  light,  it  shows  a  mottled  surface  that 
is  very  distinctive.  Vellum  paper  is  used  for  the  highest  grade 
of  letter-press  work,  line  engravings,  and  photogravures,  but 
it  is  not  suitable  for  half-tone  engravings.  It  is  a  very  high- 
priced  stock  and  is  used  principally  for  insets  of  fine  illustra- 
tions in  books  printed  on  antique  paper. 

103.  Onyx  Paper. — The  book  stock  known  as  onyx  is 
the  same  as  the  onyx  cover  stock.  It  is  useful  for  a  great 
variety  of  small  work,  such  as  folders  and  small  booklets 
consisting  of  not  more  than  8  or  16  pages,  enclosures,  announce- 
ments, insets  for  periodicals,  and  various  kinds  of  high-grade 
miscellaneous  printing.  It  is  made  in  crash,  vellum,  and  plate 
finish,  and  is  very  distinctive. 


§18       CATALOGS,  BOOKLETS,  vVND  FOLDERS         40 

104.  Translucent  Cardboard. — Direct-by-mail  folders 
arc  often  printed  on  translucent  cardboard.  This  is  really  a 
supercalendered  stock  with  a  heavy  enameled  coating  on  both 
sides.  The  supercalendered  body  makes  it  strong  and  allows 
it  to  fold  without  excessive  cracking.  It  is  made  in  one  stand- 
ard size — 22X28  inches.  It  is  nearly  always  spoken  of  as 
2,  3,  3|,  or  4  ply  (meaning  the  number  of  layers  of  stock) 
rather  than  so  many  pounds  to  the  ream;  22X28 — 160  would 
be  about  3  ply.  It  is  made  in  white  and  colors  about  the  same 
as  enameled  book.  It  can  also  be  obtained  from  a  few  paper 
dealers  in  the  dull-coated  finish  similar  to  dull-coated  book 
paper. 

105.  Deckle-Edged  Papers. — A  number  of  high-grade 
antique-,  linen-,  crash-,  and  plate-finished  stocks  have  what  is 
known  as  a  deckle,  or  "ragged,"  edge  on  two  sides.  This  edge 
is  made  in  imitation  of  the  old,  genuine  hand-made  paper, 
which  has  a  deckle  on  all  four  sides.  The  deckle  consists  of 
an  irregular,  soft,  feathery  edge,  in  place  of  the  straight,  sharp 
edge  usually  found  on  ordinary  paper.  The  modern  machine- 
made  paper  has  a  deckle  on  only  two  sides,  usually  running  the 
long  way  of  the  sheet.  For  folders,  high-grade  booklets,  and 
other  line  work,  the  deckle  gives  an  artistic  finish  that  is  very 
desirable.  Deckle  edges  are  not  found  on  supercalendered  and 
enameled  book  stocks,  and  only  a  limited  number  of  crash- 
and  antique-finished  stocks  have  the  deckle.  Some  of  the 
imported  papers  have  the  deckle  on  all  four  sides,  but  these 
are  very  few  in  number  and  very  expensive.  Where  the 
edition  is  small,  however,  they  can  sometimes  be  used  with 
profit. 

The  advertisement  writer  should  not  call  for  "close-register" 
color  work — that  is,  color  work  printed  with  great  exactitude 
— on  deckle-edged  stock,  as  it  is  extremely  difficult  in  printing 
to  feed  the  deckle-edged  sheets  accurately.  There  is  less  diffi- 
culty when  only  one  color  is  used,  but  the  printer  will  always 
charge  more  for  handling  deckle-edged  stock. 


r.O         CAlALO(iS.  BOOKLETS,  AND  I'ULDKRS      §  IS 


TYPOCJRAPHY     OF     INSIDE     PAGRS 

106.  Importance  of  Good  Display. — Attractiveness  is 
as  essential  to  the  inside  pages  of  a  catalog  as  it  is  to  the  cover, 
and  legibility  is  even  more  essential.  Attractiveness  is  secured 
by  means  of  proper  margins,  well-balanced  display,  neat  type 
faces,  high-grade  illustrations,  and  color  harmony,  while  legi- 
bility is  secured  by  using  type  that  is  easy  to  read,  and  by 
arranging  the  matter  so  that  its  meaning  can  be  grasped  with 
the  least  expenditure  of  time  and  efifort. 

107.  Title  Pages. — The  title  page,  if  the  plan  of  the 
catalog  or  booklet  calls  for  one,  should  be  made  very  neat  and 
attractive.  This  effect  is  secured  by  simplicity  and  dignity  of 
design  and  color  harmony.  Plenty  of  white  space  should  be 
carefully  distributed  throughout  this  page,  which  should  be 
more  open  than  the  text  pages.  The  title  of  the  work  should 
always  be  the  strongest  line.  If  additional  copy  is  used,  it 
should  be  set  in  a  much  smaller  size  of  the  same  or  a  har- 
monious face  of  type  and  arranged  as  simply  as  possible.  For 
example,  if  the  text  is  to  be  set  in  Caslon  Oldstyle,  a  very 
artistic  effect  for  the  title  page  can  be  produced  by  using 
Engraver's  Old  English  or  Cloister  l>lack  Text  type  for  the 
main  line  and  setting  the  balance  of  the  page  in  Caslon  Old- 
style,  as  shown  in  Fig.  27. 

108.  The  designer  should  be  consistent  in  the  use  of 
capitals  and  capitals  and  lower  case.  If  capitals  are  desired 
for  the  title,  the  use  of  all  capitals  for  the  whole  title  page  is 
recommended,  unless  there  is  a  verse  of  poetry  or  a  short 
extract  from  some  other  work  to  be  used.  In  this  case,  the 
poetry  and  extract  should  be  in  upper  and  lower  case.  It  is 
not  regarded  as  good  taste  to  alternate  lines  in  capital  letters 
with  lines  in  capital  and  lower-case  letters,  although,  in  excep- 
tional instances,  one  or. two  lines  of  capitals  could  be  used. 
Large  type  and  bold-faced  type  should  not  be  used  unless  it  is 
artistically  printed  in  colors,  and  then  only  in  catalogs  dealing 
with  heavy,  bulky  articles. 


o 


w 


<n     re     w 


^     >^    M 


•  -      C      M    0L( 

O  Q  fa  < 


C 

a 
S 

u  ^. 

z 

C      - 

r"        '3 

J--      o 


o 


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a 


z 

C      - 

s  I 

en    Qi 
< 

h 


§  18      CATALOGS,  BOOKLr:TS,  AND  F0LDI^:RS         T.l 

109.  Divisions  of  a  Title  Pase. — Ordinarily,  a  title 
page  has  tliree  divisions:  the  iiauie,  the  subheading,  and  the 
imprint,  or  address.  The  entire  page  should  be  designed  to 
conform  to  the  main  line — the  title — and  all  other  words  or 


ILLUSTRATED  TRADE  CATALOG  OF 

SILVERW^ARE 
JEW^ELRY 

AND  FINE  METAL  GOODS 

INCLUDING   A   SPECIAL 
SELECTION    CF 

BRONZES  AND  LIBRARY 

NOVELTIES  IN  INK 
STANDS  AND  DESK  SETS 


FOR  THE  SEASON  OF 

1919- 1920 


BROWN    &   JENKINS 

4ao  PENNSYLVANIA  AVENUE 
WASHINGTON,  D.  C. 


Fii 


lines  should  be  made  subservient  in  size  and  strength.  A  title 
with  the  main-display  line  set  full  measure  at  the  top  of  the 
page  seldom  looks  well.  This  weakness  may  be  avoided  by 
"sinking,"  or  dropping,  the  top  line  a  few  picas  lower  than  the 


52         CATALOGS,  BOOKLETS,  AND  FOLDERS       §  18 


top  of  the  page.     The  main  line  of  a  title  page  should  in  all 
cases  be  above  the  center  of  the  page. 

110.     Subheading    and    Additional    Matter. — Title 
pages  are  sometimes  extremely  simple,  consisting  of  only  the 


Illustrated 
Trade  Catalog  of 


Silverware,  Jew^elry 

and  Fine  Metal 
GcK)ds 


Including  a  Special  Selection  of 
Bronzes  and  Library  Novelties 
in   Ink    Stands   and    Desk    Sets 


For  the  Season  of 
1919-1920 


Brown  &  Jenkins 

480  Pennsylvania  Ave.     Washington,  D.  C. 


mam  title  and  the  imprint.  Often,  however,  there  are  several 
secondary  features  to  be  placed  carefully.  See  Figs.  27,  28,  29, 
and  30.  Note  that  in  Fig.  29  the  matter  is  set  entirely  in 
capitals,  while  upper-  and  lower-case  letters  are  used  iivFig.  30. 


c^/i^  REVOLVER 

FOR  THE    POCKET,  FOR  THE    MILITARY 
AND     FOR    TARGET      P  RA  C  T  I  C  E 


J 


SMITH     ®_.    WESSON 

SPRINGFIELD,     M  A  S  S  .    U  .  S    .  A- 

^^^^^ F  OUNDED.185    6  ^^^^^ 


308    §  18 


Fig.  31 


§  18      CATALOGS,  BOOKLETS,  AND  FOLDERS         53 

111.  Imprint  and  Address. — In  bound  books,  tbc  title- 
page  imprint  usually  includes  the  date,  the  name  of  the  pub- 
lisher, and  the  name  of  the  city  in  which  the  publisher  is  located. 
On  catalogs,  booklets,  and  folders,  however,  the  date  is  usually 
omitted  in  the  imprint,  the  copy  consisting  of  the  advertiser's 
name  and  address  only.  Figs.  29  and  30  show  methods  of 
handling  a  date  on  catalog  and  booklet  title  pages.  Imprints 
and  address  lines  should  always  be  set  in  the  series  of  type  used 
on  the  remainder  of  the  page. 

112.  Borders. — Heavy  borders  are  not  appropriate  for 
title  pages.  In  fact,  many  title  pages  are  printed  without 
borders.  Where  a  border  is  used,  it  should  be  a  plain,  light, 
single  or  double  rule.  For  small  booklets,  a  single  1 -point  rule 
is  sufficient.  A  heavier  rule  than  2  points  should  never  be  used 
for  even  the  larger  pages,  and  even  this  size  should  be  used 
carefully.  Unless  printed  in  a  tint,  a  2-point  rule  ordinarily 
looks  too  heavy  on  a  title  page.  Figs.  27  and  28  show  the  same 
copy  set  with  and  without  a  border. 

113.  Drawn  Title  Pages. — Where  drawn  borders  are 
used  throughout  the  catalog,  the  title  page  is  often  hand- 
lettered.  There  is  a  freedom  about  good  hand  lettering  that 
cannot  be  equaled  with  type.  In  addition  to  the  lettering,  line 
work  emblematic  of  the  subject  of  the  catalog  or  booklet  may 
be  efifectively  used.  Fig.  31  shows  an  emblematic  border, 
embodying  outline  drawings  of  revolvers  and  cartridges,  and 
also  a  neat  monogram.  The  border  is  printed  in  a  light-brown 
tint,  with  the  lettering  in  black.  In  Fig.  32  is  shown  an  emble- 
matic ornament  in  line  work  used  in  conjunction  with  a  type 
page. 

114.  Color  Divisions. — If  the  title  page  is  to  be  printed 
in  two  colors,  either  one  of  two  plans  may  be  followed :  print- 
ing the  subject  line  only  in  the  bright  color,  as  in  Fig.  28,  or 
printing  the  rule  border  in  the  bright  color.  The  rule  on  a 
title  page  should  always  be  printed  in  the  same  color  as  the 
rules  on  the  body  pages.  This  will  not  only  assist  the  printer 
in  his  work  but  will  add  to  the  harmony  of  the  job.    Figs.  29 


54         CATALOGS,  BOOKLETS,  AND  FOLDERS      §  IS 

and  30  show  a  title  page  printed  in  one  color,  and  they  illus- 
trate the  neat,  simple  effects  that  may  be  produced  with  black 
ink  and  artistic  type. 

115.     Index  and  Table  of  Contents. — IT  the  catalog 
consists  of  many  pages,  or  treats  of  a  great  variety  of  things. 


Wattmeters 

and  how  to  read  them 


Copyright  1005  by 

Wcslinghouse  KUctric  &•  Maiiufacluring  Co. 

Pilliburg,  Fj, 


Fic.  32 


it  is  usually  provided  with  an  index  or  a  table  of  contents. 
The  difference  between  an  index  and  a  table  of  contents  is  that 
in  the  index  the  various  items  of  the  catalog  are  listed  in 
alphabetical  order,  with  page  numbers  opposite,  while  in  the 


§1,S   CATALOGS,  BOOKLETS,  AND  FOLDERS    55 

table  of  contents,  the  items  are  listed  in  the  order  in  which  they 
come  in  the  catalog.  Fig.  33  shows  an  index  arrangement, 
while  Fig.  34  shows  a  table  of  contents.  An  index  always 
gives  the  page  numbers ;  a  table  of  contents  may  or  may  not  do 
so.  Where  there  are  a  great  many  short  items  to  be  indexed, 
the  index  is  usually  arranged  in  two  or  more  columns,  as  shown 
in  Fig.  35,  the  number  of  columns  depending  on  the  size  of 
page  and  the  length  of  the  lines.  Such  an  index  is  ordinarily 
made  the  last  part  of  the  book.  The  advertiser  will  find  it  to 
his  interest  to  make  it  as  convenient  as  possible  for  customers 
to  find  what  they  are  looking  for. 

IIG.  Botl3^  Pag-e.s. — The  body  type  used  for  catalogs, 
l)Ooklets,  and  folders  ehould  be  of  a  clean-cut,  legible  style  and 
not  too  small.  Undoubtedly  the  best  all-around  letters  are 
Old-Style  Roman  and  modern  Roman.  These  types  are  found 
in  practically  every  printing  office.  Other  types  that  are  appro- 
priate for  this  work  are  Caslon  Oldstyle,  French  Oldstyle, 
Cheltenham  Oldstyle,  and  Scotch  Roman.  For  special  book- 
lets and  folders  printed  in  olive  or  brown  and  colors  of  like 
strength,  Old-Style  Antique,  Strathmore  Oldstyle,  Chelten- 
ham Wide,  or  any  medium-weight  type  that  is  legible  and  well 
proportioned  can  be  effectively  used. 

117.  Leading-. — The  body  pages  of  catalogs,  booklets, 
and  folders  are  nearly  always  more  readable  and  have  a  better 
general  appearance  when  the  body  type  is  leaded  than  when 
it  is  solid.  But  if  it  is  necessary  to  set  body  type  solid  on 
account  of  the  amount  of  copy,  care  should  be  taken  that  the 
headings  and  subheadings  are  given  plenty  of  white  space  for 
background,  and  that  there  is  a  little  extra  space  between  para- 
graphs ;  otherwise,  the  page  will  present  an  overcrowded  and 
"mussy"  appearance,  similar- to  cheap  patent-medicine  dodgers, 
and  will  not  appeal  to  discriminating  persons. 

118.  Sizes  of  Type. — The  best  all-around  type  sizes  for 
body  matter  are  8-  and  10-point,  and  these  sizes  are  used  in 
most  catalogs,  booklets,  and  folders.  If  possible,  10-point 
should  be  used  for  medium-  and  large-size  catalogs,  as  it  is 
easier  to   read  than   is  8-point.     Very   small   type   should  be 

I  LT  102C-11 


INDEX 


I 'age 

Advertising 58 

Architecture 39 

Arts  and  Crafts 58 

Boilermakers'  Coursic 37 

Chemistry 33 

Civil  Engineering 31 

Civil  Service CI 

Commerce 55 

Drawing 35 

Electrical  ENGiNEERi.a-, 23 

Electrotherapeutict, 27 

English  Branches 52 

French 54 

German 54 

Languages 54 

Law 60 

Lettering  and  Sign  Painting 53 

Locomotive  Running 22 

Marine  Engineering 21 

Mathematics  and  Mechanics 32 

Mechanical  Engineering 17 

Mines 49 

Navigation 57 

Pedagogy 54 

Plumbing,  Heating,  and  Ventilation -11 

Sheet-Metal  Work 42 

Spanish 54 

Steam  Engineering " 19 

Structural  Engineering 39 

Telephone  and  Telegraph  Enginkerinc 29 

Textiles 43 

Window  Trimming  and  Mercantile  Decoration 61 

Tig.  33  eg 


Table  of  Contents 

Exterior  House  Painting  7 

General  remarks  regarding  the  best  materials  to  use 7 

Painting  new  wooden  structures 10 

Repainting  wooden  structures I3 

Painting  brick  buildings 15 

Painting  shingle  roofs Ig 

Painting  tin  and  metal  roofs 19 

Staining  shingle  roofs 20 

Painting  porch  floors  and  stc;;s 21 

Painting  blinds  or  shutters ; 22 

Window  sash 22 

Exteriors  of  doors 23 

Painting  Bams,  Fences,  and  Outbuildings 25 

Interior  Woodwork 27 

Varnishing  new  woodwork 27 

Revamishing  old  woodworl: 29 

Staining  new  woodwork 3I 

Staining  woodwork  previously  painted,  enameled,  varnished,  or  stained 33 

Enameling  new  woodwork 34 

Enameling  woodwork  previously  finished 35 

Floors 37 

Varnishing  new  floors 37 

Revamishing  floors 33 

Waxing  new  floors 39 

Rewaxmg  floors 39 

Staining  and  varnishing  new  floors 40 

Staining  and  varnishing  old  floors 41 

Painting  new  floors 43 

Painting  old  floors 43 

Walls  and  Ceilings 44 

Enameling  walls  and  ceilings  that  have  not  previously  been  finished 44 

Enameling  walls  and  ceilings  that  have  previously  been  finished 44 

Calcimining 45 

Refinishing  Fumittire 47 

Varnishing 47 

Staining 49 

Staining  and  vamishinj  at  one  application 50 

Waxing 51 

Enameling 52 

Painting 53 

Renewing  polish  of  varnished  surfaces 53 

Picture  Frames  and  Other  Things  About  the  Home  54 

Varnishing 54 

Staining 56 

Staining  and  varnishing  at  ore  application 56 

Waxing 58 

Enameling 58 

Radiators,  Steam,  and  Water  Pipes  61 

Stoves,  Ranges,  Stovepipes,  and  Similar  Surfaces 62 

Bathtubs   and   Surfaces   Exposed   to   Hot   and  Cold   Water,    Steam,   or 

Moisture 63 

Carriages  and  Other  Vehicles 65 

Wagons  and  Farm  Implements 67 

Lawn  and  Porch  Furniture 69 

Garden  Tools  and  .Implements , 69 

Window  and  Door  Screens 71 

57  F,G.  34 


INDEX 


Abney's  Levels 2.^3 

Adhesive  Tape 1-4 

Adjustable-Curve  Rulers 1-17 

Air  Meter 206 

Alt-Azimuth 254 

Pocket 204 

"Alumnus"      White      Drawing      Paper 

(sheets) 5 

Amber  Curves 148-150,  154. 155 

"       Lined  Straightedges 139 

Protractors 127.  128 

T  Squares 144,  145 

"       Triangles 136,137 

A.neniometers 265-267 

Biram's 207 

Ar.erojd  Barometers 262-2S4 

Angle  Mirrors 2.j7 

Angles,  Lettering 138 

"Apache"  Tracing  Paper 12 

Architect's  Certificate  Books 23 

Arkansas  Oilstones 17."> 

Arrows 217 

Artificial  Horizon 257 

Artists'  Pencils 188  192 

A.  W.  Faber 188-192 

"        Water  Glasses 175 

Ash  Straightedges 139 

Atomizer 1  < '' 

Attachments  for  Drawing  Tables 107 

"  and  Extras  for  Engineers' 

Instruments 249-250 

"Azure"  Tracing  Paper 17 

U 

Barograph 2CS 

Barometer,  Recording 268 

Barometers 202-264 

Bars  for  Beam  Compasses l-^O 

Bath  Trays 28 

Bausch  &  Lomb  Binoculars 273,  274 

Beam  Compass  and  Ellipsograph 156 

Bars 146 

"      Compasses 58.  59.  74,  84.  98 

Binoculars 273,  274 

Biram's  Anemometers 267 

Blacktioard  Dividers 101 


I    Blocks,  Cross-Section 38 

I        "      Sketch 38 

Blue  and  Brown-Print  Papers  a..d  Cloths 

17-23 

Blueprint  Baths 28 

Felt 26 

Frames 26,27 

Paper  and  Cloths 17-21 

"  Papers,  Unprepared 21 

Blueprinting 24 

Boards.  Bristol 7 

Drawing l.-,7-159 

"        Illustration 7 

"        Mounting 7 

Boat  Compasses -CO 

Lond  Drawing  Paper,  in  Sheets 12 

in  Rolls 5 

Books,  Architect's  Certificate 29 

Cross-Section <?!,  41 

Engineers'  Field 40-43 

Level 42.  43 

Transit 42,  43 

Border  Pens 4S 

"  r.oston"  Drawing  Tal.le 166 

Low-Compasses r,0-53,  68-70,  82.  89 

•■     Dividers 50-53.  68-70.  82.  89 

•'      Pens 50  53.  68-70,  82.  89 

F-or.cs.  Empty  Japannetl  Tin 172 

Water-Color 173       • 

F-oxwood  Protractors 126 

Scales.  Flat 116-118 

"        In  Sets 121 

'•  "       Triangular 123 

Brass  Protractors 126 

Bristol  Boards 7 

Brown-Print  Papers  and  Cloths.  . .  .17.  22,  23 

Brunton  Pocket  Transit 229 

Brush  Tube  Mucilage 187 

Brashes 176-179 

"       Water-Color 176-179 

Buckeye  Electric  Blueprinting  Machine.  .     29 

Buff  Drawing  Papjr,  in  Rolls 9 

"  ■■  ■■         in  Sheets 5 

Building  Contracts 39 

Trades  Pocketlwok 277 

Bubincbb  Mull's  PotkctUjok -78 


Fig.  25 


58 


§1S      CATALOGS,  BOOKLl"rS,  AND  F0L1)1:RS         :>'.) 

avoided  for  all  catalogs  except  those  in  which  a  great  many 
different  articles  have  to  be  described  in  small  space.  Mail- 
order advertisers  are  occasionally  compelled  to  use  very  small 
type — sometimes  even  as  small  as  5-  or  5i-point — in  order  to 
keep  down  the  weight  of  their  catalogs.  For  the  larger  sizes 
of  catalogs  and  booklets,  12-point  type  is  often  used,  as  it  is 
very  easy  to  read  on  account  of  its  size ;  10-point  is  a  good  size 
to  use  for  a  9"X12"  catalog.  Small-faced  types  like  Chelten- 
ham can  be  used  in  larger  sizes  than  ordinary  old-style,  as  a 
10-point  Cheltenham  lower-case  letter  has  approximately  the 
same  size  of  face  as  an  8-point  Old-Style  Roman  lower-case 
letter  (although  the  capitals  are  full  size),  and  averages  nearly 
the  same  number  of  words  to  the  line.  The  writer  should  not 
call  for  12-point  body  type  on  the  smaller  sizes  of  catalogs, 
booklets,  or  folders  without  first  consulting  a  reliable  printer, 
as  12-point  type  is  too  large  and  bulky  for  small  work,  except 
under  special  conditions. 

It  is  well  to  be  consistent  in  the  use  of  body  type.  If  a 
catalog  is  started  with  the  main  text  in  10-point  leaded,  the 
style  should  not  be  changed  to  10-point  solid  or  to  8-point 
leaded.  Of  course,  the  style  can  be  consistently  varied  when 
extracts,  testimonials,  or  minor  descriptions  are  to  be 
introduced. 

119.  Margins. — Nothing  depreciates  more  the  value  of 
catalogs,  booklets,  and  folders  intended  to  be  high-grade  work 
than  sparse,  or  "skimpy,"  margins.  They  give  an  appearance 
of  cheapness  and  false  economy.  Note  Fig.  36.  One  method 
in  arranging  small  pages  is  to  make  the  margin  approximately 
equal  on  the  top  and  both  sides,  allowing  a  little  extra  space 
at  the  bottom.  Should  there  be  only  a  little  copy  for  each  page 
and  the  pages  be  rather  small,  the  copy  may  be  set  in  a  narrow 
measure  in  the  center  of  the  page,  with  a  broad  band  of  white 
space  around  the  four  sides.  On  medium  and  large  pages,  it 
is  advisable  to  follow  the  book  publisher's  rule,  which  is  to 
have  the  narrowest  margin  at  the  binding,  a  little  more  at  the 
top,  still  more  at  the  outside,  and  the  most  at  the  bottom. 
For  example,  on  a  page  5  in.XZ  in.,  a  good  broad-margin  effect 


TTHE  built  of  antiqae  mahosany  furniture, 
•^  here  in  America,  derives  iu  den'gn  from 
one  or  another  of  the  tfuee  great  18th  century 
designer!,  Chippendale,  Hepplewhile.  and 
Sheraton.  The  characleriitic  style  ot  the  first 
named  vai  based  on  good  old  classic  lines, 
and  though  graceful,  vat  tomewhat  heavy  in 
appearance;  the  socond  went  to  the  other 
extreme,  but  the  Sheraton  attained  the  happy 
medium,  combining  the  three  desired  qualitiej 
—strength,  lightness,  and  grace. 

W  hile  Sheraton  designs  are  wclI-conceived. 
admirably  proportioned  and  extremely  grace- 
ful in  line,  the  appearance  of  delicacy  ar.d 
lightness  it  cleverly  attained  without  the  sacri- 
fice of  security  or  strength.  To  the  possession 
of  these  qualities  in  so  great  and  unusual  a 
degree  is  due  no  doubt  the  present  populanty 
of  the  true  Sheraton. 

Tfiis  style  is  distinguished  by  the  tapering 
legs,  which  may  be  either  square  or  turned, 
severe  but  rraccful  lines  and  quiet  ornamenta- 
tion, usu:."y  in  the  form  of  inlays  of  narrow 
Lnes  of  satinwood.  Sheraton  trusted  almost 
entirely  for  decoration  to  his  marque'r/. 
This  was  very  delicate  and  of  excelleat 
workmanship.  While  the  Sheraton  sometimes 
rarries  some  carving,  the  inlay  work  consti- 
tutes the  chief  beauty,  aside,  of  course,  from 
the  artistic  value  of  the  graceful  lines  that  dis- 
fanguish  the  true  conception  of  the  style. 
Mahogany  is  the  wood  principally  used  in  the 
produclioa  of  Sheraton  pieces. 


^X'ilh  a  greater  refinement  of  taste  than  ifw 
other  old  masters,  Sheiaton  drew  such  of  fus 
ideas  as  were  not  purely  iinginal  from  the 
"Louis  Seize"  — by  far  the  most  chaste  am) 
refined  ot  all  French  styles.  So  admiiable  an  J 
accurate,  indeed,  was  fus  interpretation  ot  that 
style  that  his  version  of  it  is  commonly  called  in 
France  "Louis -Seize-Anglaise." 

In  fust>est  work,  Sheraton  never  permitted  the 
ornament  thai  he  employed  to  lake  the  place  of 
construction,  but  jjwaysmadea  point  of  keep- 
ing it  abisolutely  subservient  to  the  general  form 
and  main  construenve  lines  of  lus  designs. 
In  tfie  enrichment  ot  his  productions  he  was  a 
decorative  artist  in  the  strictest  sense  ot  th; 
word.  Having  in  the  first  place  de-rised  wh.it 
he  considered  to  be  a  graceful  torm,  which  sat- 
isfied his  hypercntical  mind  in  every  particular, 
and  might  therefore  bie  depended  on  to  salisly 
others  less  exacting,  Sheraton  set  about  to 
enrich  it  with  such  inlay  or  carving  as  he 
deemed  most  suitable  for  the  attainment  ot  the 
object  he  had  in  view.  The  result  was  invari- 
ably successful,  exciting  the  admiration  of  all 
possessed  ot  sufficient  culture  to  appreciate 
such  taste  and  craftsmanship.  The  consistency 
with  which  ihis  principle  was  adhered  to, 
keeping  artistic  fitness  continually  in  view,  is 
especially  apparent  in  his  chair-backs;  but  tl-.e 
same  rule  was  brought  into  force  in  the  design- 
ing and  construcrion  of  the  cabinetwork  which 
has  made  his  name  tamous.  The  truest  and 
best  conception  of  the  Sheraton  style  today  is 


Fig.  36 
Pases  too  full— poor  mar2final  efTect.     The  l!:;-:t  rules  merely  show  limits  <.f  pages 


THE  bulk  cf  antique  rrahogany 
1    furniture,  herein  America,  de- 

square or  hirned,  severe  but  grace- 

ful lines  and  quiet  ornamentation, 
usually  in  the  form  of  inlays  of  nar- 

rives its  designs  from  one  or  another 

of   the   three   great    l8th    cenhiry 

row  lines  of  satinwood.      Sheraton 

designers,    Chippendale,    Hepple- 

trusted almost  entirely  for  decora- 

while, and  Sheraton.    The  charac- 

tion to  his  marquetry.     Ttiis  was 

teristic  style  of  the  first  named  was 

vcr>'  delicate  and  of  excellent  work- 

based  on   good   old  classic    lines. 

ir.anship.       While    the    Sheraton 

and   though   graceful,   was  some- 

sometimes carries  some  carving,  the 

what    heavy  in    appearance;   the 

inlay    work    constitutes    the  chief 

second  went  to  the  other  extreme. 

beauty,  aside,  of  course,  from  the 

but    the     Sheraton    attained     the 

rrtistic  value  of    the  graceful  lines 

happy    medium,     combining    the 

that  distinguish  the  true  conception 

three    desired    qualities  —  strength. 

of   the  style..     Mahogany  is  the 

lightness,  and  gr~;e. 

wood  principally  used  in  the  pro- 

While Sheraton  designs  are  well- 

duction  of  Sheraton  pieces. 

conceived,  admirably  proportioned 
and  extremely  graceful  in  line,  thj 

With   a    greater    refinement  of 

taste   than   the  other  old  masters. 

appearance  of  delicacy  and  light- 

Sheraton drew  such  of  his  ideas  as 

ness  is  cleverly  attained  without  ih- 

were  not  purely  original   from  the 

sacrifice  of  security  or  strength.  To 

"l!x5uis  Seize"  — by   far  the  most 

the  possession  of  these  qualities  in 

chaste  and  refined  of   oU  French 

so  great  and  unusual  a  degree  is 

1                      styles.    So  admirable  and  accurate, 

due  no  doubt  the  present  popular- 

1                      indeed,  was  his    interpretation  of 

ily  of  the  true  Sheraton. 

1                      tfial    style    that    his   version  of  it 

This  style  is  distinguished  by  the 

1                      is    commonly     called    in    France 

tapering  Iciis,  which  may  be  cither 

"Louu-Seizc-AniJaue." 

Fjg.  37 
The  best  utiect  if  margins  are  to  be  made  almost  equal 


6» 


'T'HE  bulk  of  antique  mahou- 
*    any     fumilure,     here    in 

inlays  of  narrow   lines  of  satin- 

wood.     Sheraton  tniited  almost 

America,  derive*  its  design  from 

entirely    for    decoration    to    hi* 

one  or  another  of  the  three  great 

marquetry.     This  was  very  del- 

18th  century  de«igners,  Chippen- 

icate  and    of    excellent    work- 

dale, Hepplcwhile,  and  Shera- 

manship.    While   the   Sheraton 

ton.     The  characteristic  style  of 

sometimes  carries  some  carving. 

the  first   named   was  based  oa 

the  inlay   work   constitutes    the 

good  old  classic  lines,  and  though 

chief   beauty,  aside,  oP   course. 

graceful,   was  somewhat  heavy 

from   the  artistic    value    of   the 

in  appearance:  the  second  went 

graceful  lines  that  distinguish  the 

to  the  other  extreme,   but    the 

true    conception     of    the    style. 

Sheraton     attained    the    happy 

Mahogany  is  the  wood  princi- 

medium,   combining    the    three 

pally  used  in  the  production  of 

desired  qualities— strength,  light- 

Sheraton pieces. 

ness,  and  grace. 

With  a  greater  refinement  of 

While  Sheraton   designs    are 

taste  than  the  other  old  masters. 

well-conceived,  admirably  pro- 

Sheraton drew  such  of  his  ideal 

portioned,  and  extremely'  grace- 

as were  not  purely  original  from 

ful   in  line,  the    appearance    of 

the   "Louis  Seize"— by  far  the 

delicacy  and  lightness  is  cleverly 

most  chaste  and   refined  of  all 

attained  without  the  sacrifice  of 

Frenchstyles.    So  admirable  and 

•ecurity   or    strength.      To_  the 

accurate,  indeed,  was  his  inter- 

1 

possession  of  these  qusJities  in  so 

pretation   of   that   style  that  hi* 

great  and  unusual  a  degree  is  due 

version  of  it  is  commonly  called 

no  doubt  the  present  popularity 

in    Fraiice    "Louis-Seize- 

of  the  true  Sheraton. 

1             Anglaise." 

This  style  is  distinguished  by 

1                In   his  best  work,    Sheraton 

the  tapering  legs,  which  may  be 

never  (>ermitled    the    ornament 

either  square  or  turned,    severe 

that    he  employed  to    take    the 

but  graceful  lines  and  quiet  oma- 

place  of  construction,  but  alwayi 

mentatioD,  usually  iuthe  foim  of 

made  a  point  of  keeping  it  abto- 

FiG.  38 
Poor  marsfinal  effect.    The  ligrht  rules  merely  show  limits  of  pages 


'T'HE  bulk  of  antique  mahog- 
■^  any  ,  fumilure,  here  in 
America,  derives  its  design  from 
one  or  another  of  the  three  great 
18th  century  designers,  Chippen- 
dale, Hepplewhite,  and  Shera- 
ton. The  characteristic  style  of 
the  first  namedl  was  based  oa 
good  old  classic  lines,  and  though 
graceful,  was  somewhat  heavy 
in  appearance;!  the  second  went 
to  the  other  r  extreme,  but  the 
Sheraton  attained  the  happy 
medium,  combining  the  three 
desired  qualities — strength,  light- 
ness, and  grace. 

While  Sheraton  designs  are 
well-conceived,  admirably  pro- 
portioned and  extremely  grace- 
ful in  line,  the  appearance  of 
delicacy  and  lightness  is  cleverly 
attained  without  the  sacrifice  of 
security  or  strength.  To  the 
powessioD  of  thcK  qualities  in  to 


great  and  unusual  a  degree  is  due 
DO  doubt  the  present  popularity 
of  the  true  Sheraton. 

This  style  is  distinguished  by 
the  tapering  legs,  which  may  be 
either  square  or  turned,  severe 
but  graceful  lines  and  quiet  orna- 
mentation, usually  in  the  form  of 
inlays  of  narrow  lines  of  satin- 
wood.  Sheraton  trusted  almost 
entirely  for  decoration  to  hi* 
marquetry.  This  was  very 
delicate  and  of  exceUent  work- 
manship. While  the  Sheraton 
sometimes  carries  some  carving, 
the  inlay  woik  constitutes  the 
chief  beauty,  aside,  of  course, 
from  the  artistic  value  of  the 
graceful  lines  that  distinguish  the 
true  conception  of  the  style. 
Mahogany  is  the  wood  princi- 
pailly  used  in  the  production  of 
Sheraton  pieces. 

With  a  greater    tefiaemeat  of 


Fig.  i9 
Good  marginal  effect.     These  pages  are  arranged  in  accordance  with  the  general  book  rule 


61 


()2         CATALOCiS.   P.OOKLK'IS.  AXU  FOLDERS      H-S 

would  be  as  follows:  Next  to  binding.  4i  picas;  top.  5^  picas; 
outside,  7  picas ;  and  bottom,  9  picas.  Figs.  36,  liJ ,  38,  and  39 
illustrate  poor  and  good  marginal  effects.  Fig.  Zl  shows  how 
the  best  effect  can  be  had  when  the  margin  is  to  be  made  about 
equal  all  around  the  type.  Fig.  39  shows  how  to  proportion 
the  margin  properly  when  it  is  to  be  arranged  according  to  the 
book  publisher's  rule,  which  is  undoubtedly  the  best  practice 
in  preparing  catalogs  or  booklets  of  high  quality.  However, 
the  broad-margin  style  is  not  always  followed. 

Body  matter  has  a  bearing  on  the  margins.  \'ery  small  type 
does  not  require  so  much  margin  as  the  larger  sizes.  Pages  in 
bold  type  may  have  wider  margins  than  if  in  light  face. 

120.  Hordor.s. — Catalog,  booklet,  and  folder  pages  can 
l)c'  i)rintcd  cither  with  or  without  borders.  Where  a  border 
is  to  be  used,  heavy  rules  sliould  be  avoided,  as  they  give  a 
funereal  appearance  to  a  page.  Under  ordinary  conditions, 
1 -point  rule  is  sufficiently  heavy  for  all  sizes  of  booklet  pages, 
but  when  the  rule  is  to  be  printed  in  a  light  tint  on  large  pages 
with  wide  margins,  2-i)oint  may  be  used  with  advantage.  A 
happy  medium  between  a  1-  and  a  2-point  rule  is  the  li-point 
face  rule,  which  many  printers  have.  It  is  advisable,  however, 
to  ascertain  whether  the  printer  that  is  to  do  the  work  has  this 
face  of  rule,  for  often,  where  H-point  rule  would  be  very 
appropriate,  the  2-point  rule  that  would  be  substituted  would 
be  entirely  too  heavy.  l*"ancy-type  borders  should  not  l)e  used 
on  title  and  inside  pages  imless  they  are  printed  in  a  very  light 
tint  and  used  with  great  discrimination.  On  high-grade  book- 
lets and  folders,  a  drawn  border  symbolical  of  the  subject 
treated  is  very  attractive  and  lends  to  the  selling  value  of  the 
work.  Fig.  40  shows  a  drawn  border  used  on  a  railroad  book- 
let treating  of  fishing.  The  approi)riateness  of  this  border  is 
recognized  at  a  glance,  and  adds  greatly  to  the  artistic  value 
of  the  page,  especially  as  it  is  printed  in  a  bright-green  tint 
with  the  type  in  black. 

I^arallel-rule  drawn  borders,  with  the  space  between  in  half- 
tone or  stippled  and  printed  in  a  light  tint,  give  a  two-color 
border  effect  that  is  appropriate  for  high-grade  booklets. 


§  IS      CATALOCiS.  COOKLirrS.  AND  FOLDl'.RS         (>:'► 

The  style  and  size  of  the  border  should  be  kept  uniform  on 
all  pages,  including  the  title  page.  Where  illustrations  are 
used,  great  care  should  be  taken  to  see  that  the  border  does  not 
interfere  with  their  attractiveness  and  strength.  I'.orders  look 
better  around  illustrations  when  they  are  printed  in  a  light 
tint,  and  the  illustrations  in  a  dark  color.  The  same  facts  about 
handling  borders  should  be  kept  in  mind  when  placing  bands 
of  color  at  the  top  and  bottom  of  pages  instead  of  all  around. 

121.  HcadinjU's. — Where  possible,  the  main  headings  of 
a  booklet  should  be  so  arranged  as  to  appear  at  the  top  of  a 
page  (see  Fig.  41).  This  is  a  much  better  plan  than  scattering 
the  main  heads  throughout  the  text,  as  the  various  subjects 
treated  can  be  ascertained  more  easily.  If  this  style  cannot 
be  followed,  the  maiu  heading  may  be  put  on  the  first  page  of 
the  body  matter,  allowing  a  little  extra  margin  at  the  top,  and 
the  secondary  heads  may  come  as  they  happen  to  strike  through- 
out the  body  matter  in  the  following  pages ;  as  a  finishing  touch 
to  each  page,  the  title  of  the  work  may  be  put  across  the  top 
of  the  page  in  caps  of  type  a  size  smaller  than  the  body  matter, 
with  a  light  rule  the  full  measure  of  the  page  beneath  it.  Such 
a  head  is  known  as  a  running  head.  The  pages  of  this  Section 
are  printed  in  this  style,  except  that  the  capitals  at  the  top  of 
the  page  are  not  of  a  size  smaller  than  the  body-matter  capitals 
and  no  rule  is  used  under  the  running  head. 

Page  headings  can  be  run  in  various  styles.  If  a  border  is 
used  around  the  page,  the  heading  sometimes  looks  well,  with 
no  ornamentation,  of  any  kind,  when  it  is  simply  placed  in  the 
center  of  the  measure  with  the  proper  space  above  and  below, 
as  shown  in  Fig.  42.  A  panel  heading  such  as  shown  in 
Fig.  43  is  another  good  style.  A  douljle  1 -point  rule  above 
the  heading  and  a  single  1-point  rule  beneath  it,  is  still  another 
variation.  An  ornamental  panel  border,  such  as  shown  in 
Fig.  41,  is  a  very  tasteful  plan  when  two  colors  are  used  and 
the  heading  is  run  in  a  bright  color. 

Squared  headings,  or  headings  running  the  full  width  of  the 
type  page,  with  a  light  single  or  double  rule  beneath,  are  some- 
times preferable  to  the  short,  center-line  headings. 


64         CATALOGS.  BOOKLETS.  AXD  FOLDERS       §18 

122.  Uniformity  in  Headings. — The  size  of  type  used 
in  all  main  headings  should  be  uniform,  as  should  also  the  style 
of  type  in  regard  to  the  use  of  all  caps  or  caps  and  lower  case. 
If  there  is  a  variation  in  the  style  of  setting  of  two  heads  of 
equal  importance,  the  reader  may  be  confused.  Sometimes  in 
very  artistic  catalogs,  a  specially  drawn  or  specially  arranged 
head  will  be  used  for  each  main  division.  In  this  case,  how- 
ever, consistency  as  to  strength  of  display  should  be  observed, 
as  well  as  harmony  between  the  various  st)les.  The  adoption 
of  upper  and  lower  case  is  advisable  when  the  headings  are 
rather  long,  for  with  this  style  more  words  can  be  set  in  a  line. 
The  style  of  type  in  the  heading  should  be  made  to  conform 
to  the  shape  of  the  page  ;  that  is,  if  the  page  is  deep  and  narrow, 
a  medium  condensed  letter,  such  as  Cheltenham  Bold  Con- 
densed, should  be  used  for  the  heading  and  subheadings;  if 
the  page  is  set  the  wide  way,  medium  and  extended  types  are 
preferable.  It  is  well  to  use  type  that  is  easy  to  read — plain, 
clean-cut,  and  attractive  faces. 

123.  Subheads  and  Side  Heads.— Where  dififereul 
divisions  of  the  subject  occur,  and  when  it  is  desired  to  call 
special  attention  to  such  divisions,  subheads  and  side  heads 
may  be  used  to  advantage.  Subheads  add  greatly  to  the  read- 
ability of  some  booklets,  as  the  reader  can  tell  at  a  glance  where 
the  particular  feature  he  is  interested  in  may  be  found.  They 
also  tend  to  exert  a  strong  selling  power,  as  they  call  attention 
to  special  points  that  are  not  otherwise  strengthened.  There 
are  various  styles  of  subheads  and  side  heads,  principal  among 
which  are  the  centered  subhead,  the  run-in  side  head,  the  flush 
side  head,  the  cut-in  side  head,  and  the  side  head  in  margin. 

124.  Centered  subheadinj?s  are  formed  by  placing  the 
heading  in  the  center  of  the  measure  and  allowing  a  little  more 
space  above  than  below ;  in  other  words,  having  the  subhead 
nearer  to  the  body  type  under  it,  to  show  that  it  pertains  to  that 
matter  and  is  not  a  part  of  the  preceding  text  matter,  as  shown 
in  Fig.  44  (a). 

125.  Run-in  side  headings  are  formed  by  displaying 
the  subhead  in  a  heavier  face  of  type  than  the  body  matter  and 


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DVERTISING  in  its  true  sense  is  informing  or  reminding 
people  of  the  qualities  of  some  article  or  proposal. 
Whether  it  is  advertising  to  sell  goods  or  services,  or 
to  forward  a  public  cause,  the  fundamental  principles 
are  the  same. 

The  idea  of  advertising  is  old — Joseph  advertised  the  coming 
of  the  famine  upon  the  land  of  Egypt — but  only  in  recent  years  has 
advertising  developed  to  any  considerable  extent.  Its  growth  in  the 
last  quarter  of  a  century  has  been  marvelous.  It  has  given  birth  to 
a  new  and  lucrative  profession,  one  in  which  there  are  great  oppor- 
tunities for  both  men  and  women. 

Further  Development  is  Certain 

Nothing  can  stay  the  growth  of  advertising.  Manufacturers  and 
dealers  are  multiplying  in  numbers  and  in  the  extent  of  their  trade. 
Competition  is  keener  every  year.  To  maintain  sales  there  must 
be  advertising — constant,  intelligent  advertising.  Even  the  best 
known  and  most  permanently  estabhshed  concerns,  realizing  that  they 
can  extend  their  sales  only  by  advertising,  are  spending  hundreds  of 
thousands  of  dollars  annually. 

The  presidential  campaign  of  1904  marked  a  use  of  advertising 
unparalleled  in  the  history  of  the  world.  The  Republican  campaign 
managers  purchased  page  after  page  of  space  in  leading  magazines  to 
advertise  their  presidential  candidates  and  their  policies.  A  total  of 
$25,000  was  spent  in  this  way. 

The  Extent  of  the  Field 

In  business  of  all  kinds,  among  all  classes  of  people,  and  in  all 
countries,  advertising  is  an  indispensable  factor  of  success.  "  Nothing 
except  the  mint  can  make  money  without  advertising"  said  the  great 
Gladstone.  Macaulay  said  many  years  ago,  "Advertising  is  to  business 
what  steam  is  to  machinery — the  great  propelling  power." 

It  is  estimated  that  the  great  sum  of  a  biUion  dollars  is  spent  every 
year  in  advertising  of  various  kinds  in  the  United  States  alone. 
This  amount  is  spent  by  almost  everybody  from  the  farmer  and  the 


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§  IS      CATAI.OGS,  ROOKI.ETS.  AND  FOLDERS         C.-) 

running  it  in  the  first  line  of  the  paragraph,  either  by  indenting 
it  in  the  usual  manner  of  paragraphing,  or  by  running  it  flush 
to  the  left  and  indenting  the  second  and  following  lines  one  or 
more  picas,  hanging-indention  style,  according  to  size  of  page 
and  type.  Fig.  44  (b)  shows  the  regular  paragraph  style  of 
run-in  side  heading. 

12G.  Flush  Side  Heading's. — Where  a  subheading  is 
set  in  a  line  by  itself,  and  flush  to  the  left,  or  where  it  is  to  run 
in  the  first  line  of  body  matter,  flush  to  the  left,  with  the  body 
matter  following  hanging-indention  style,  as  in  Fig.  44  (c), 
it  is  called  a  flush  side  heading. 

127.  Cut-in  side  headings  can  be  used  either  at  the 
beginning  or  half  way  down  the  left  side  of  a  paragraph  of 
body  matter.  Such  a  heading  is  formed  by  indenting  three  or 
four  lines  of  the  body  matter  and  thus  allowing  white  space  at 
the  left  side  in  which  the  subheading  may  be  placed  in  a  bolder 
face  of  type  than  the  body,  as  in  Fig.  44  (d).  The  heading 
here  is  set  in  caps ;  upper  and  lower  case,  however,  is  the  usual 
style. 

128.  Side  Headings  in  Margins. — Where  wide  mar- 
gins are  used,  a  very  attractive  style  may  be  obtained  by 
running  the  side  heads  in  short  lines  of  one  or  two  words, 
beginning  directly  opposite  the  first  line  of  the  paragraph  to 
which  the  heading  relates,  leaving  about  a  pica  space  between 
the  body  matter  and  the  lines  of  the  side  head,  and  squaring 
these  lines  on  the  body-type  side,  as  shown  in  Fig.  44  (e). 
Sometimes  the  running  head  of  the  entire  book  is  used  in  this 
way,  in  the  outside  margin  opposite  the  top  line  of  body  matter, 
and  the  side  head  is  placed  in  a  smaller  face  of  type  under  the 
running  title  or  head. 

129.  Body  Matter. — In  arranging  body  matter,  care 
should  be  taken  to  see  that  the  paragraphs  have  proper  inden- 
tions. When  the  measure  is  wide,  such  as  25  picas,  the  inden- 
tion should  be  2  ems  of  the  size  of  body  type  used;  if  the 
measure  is  from  30  to  40  ems  pica,  3-em  indention  should  be 
followed.    The  excessive  use  of  capitals,  Italics,  and  bold  face 


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§1S       CATALOGS,  BOOKLETS,  AND  FOLDERS 


07 


in  the  body  matter,  in  an  endeavor  to  secure  emphasis,  should 
l)e  avoided,  as  such  letters  will  not  only  mar  the  attractiveness 
of  the  page  l)ut  will  place  undue  strength  on  certain  portions 
of  the  page  and  thus  throw  it  somewhat  out  of  balance.    Where 


O  live  In  Washington  is 
in  itself  a  liberal  educa- 
tion. For  the  purposes 
of  study  and  research 
the  advantages  of  the 
National  Capital  are  not  surpassed  by 
those  of  any  other  city  in  our  country, 
and  it  is  not  difficult  to  imagine  a  time 
when  it  will  be  the  world's  greatest  ed  j- 
cational  center. 

It  is  essentially  the  city  beautiful,  ana 
one  of  peculiar  charm.  Here  are  beau- 
tiful parks,  broad  streets,  statuary,  and 
galleries  of  art,  all  making  a  strong 
appeal  to  our  sense  of  the  beautiful. 
Here  are  gardens  and  fountains  and 
magnificent  architecture  in  a  city  whose 
ctmosphere  is  one  of  repose,  quiet, 
refinement,  and  happiness.  Washington  s 
climate  is  the  soft  and  even  climate  of 
the  Seaboard,  and  the  number  of  those 
3 


Fir..  45 

it  is  necessary  to  emphasize  a  paragraph  describing  some  par^ 
ticularly  strong  selling  point,  a  good  plan  is  to  set  the  paragraph 
in  a  bolder  face  of  type  of  the  same  or  a  smaller  size.  If  still 
further  prominence  is  required,  the  paragraph  may  be  indented 
2  picas  on  each  side.     These  methods  will  not  only  add  to  the 


(58         CATALOGS,  BOOKLETS,  AND  FOLDERS       §  18 

attractiveness    of    the    p.'i,e^c,    but    will    give    all    the    strength 
necessary. 

1J>().      Extracts  and  Indorsements. — Where  it  is  neces- 
sary to  use  an  extract  from  some  other  publication,  a  speech, 


jO  live  in  Washington  Is 
in  itself  a  liberal  educa- 
tion. For  the  purposes 
of  study  and  research 
the  advantages  of  the 
National  Capital  are  not  surpassed  by 
those  of  any  other  city  in  our  country, 
and  it  is  not  difficult  to  imagine  a  time 
when  it  will  be  the  world's  greatest  edu- 
cational center. 

It  is  essentially  the  city  beautiful,  and 
one  of  peculiar  charm.  Here  are  beau- 
tiful parks,  broad  streets,  statuary,  and 
galleries  of  art,  all  making  a  strong 
appeal  to  our  sense  of  the  beautiful. 
Here  are  gardens  and  fountains  and 
magnificent  architecture  in  a  city  whose 
atmosphere  is  one  of  repose,  quiet, 
refinement ,  and  happiness.  Washington's 
climate  is  the  soft  and  even  climate  of 
the  Seaboard,  and  the  number  of  those 
5 


Fig.  46 


etc.,  this  special  matter  should  be  set  in  a  smaller  size  of  the 
same  font  of  type,  and  indented  2  or  more  picas  on  each  side, 
according  to  the  width  of  the  regular  body  matter. 

Indorsements  should  always  be  set  a  size  smaller  than  the 
body  matter  and  in  the  same  style  of  type,  unless  particular 


§  18      CATALOGS,  BOOKLETS,  AND  FOLDERS         69 

emphasis  is  desired,  when  the  matter  eaii  he  set  in  a  somewhat 
bolder  face. 

131.  Bold-Faced  Type  foi*  Body  Matter. — As  a  rule, 
bold-faced  type  should  not  be  used  for  body  matter,  as  it  is 
extremely  monotonous  and  hard  to  read.  In  some  instances,  a 
semi-bold  face  of  type,  such  as  Caslon  Bold,  Cheltenham  Wide, 
Old-Style  Antique,  Bookman  Oldstyle,  etc.,  leaded,  can  be 
used  for  body  matter.  It  is  often  advisable  to  use  a  tinted 
stock  when  printing  these  faces  in  a  black  or  a  strong  dark 
color.  Antique  or  rough  stock  lends  itself  well  to  the  use  of 
somewhat  heavier  faces  for  body  matter. 

132.  Use  of  Initials. — An  initial  sometimes  gives  an 
attractive  finish  to  a  page  of  type  and  also  leads  the  eye  to  the 
proper  starting  point.  It  is  always  well  to  choose  an  initial 
that  is  not  so  strong  and  black  as  to  overbalance  the  rest  of 
the  body  type.  Heavy  initials  used  with  light  body  type,  as 
shown  in  Fig.  45,  mar  the  pages  and  detract  from  the  strength 
of  the  display.  The  best  initial  to  use  is  one  that  is  approxi- 
mately the  same  weight  as  the  gray  color  made  by  the  mass 
of  the  body  type,  as  shown  in  Fig.  46.  A  comparison  of  these 
two  exhibits  will  immediately  disclose  the  fact  that  the  initial 
shown  in  Fig.  45  is  entirely  too  heavy  for  the  page.  The  one 
shown  in  Fig.  46  is  in  perfect  harmony  with  the  color  tone  of 
the  page. 

133.  Initials  are  made  in  a  variety  of  styles,  shapes,  and 
sizes.  In  choosing  an  ornamental  initial,  it  is  well,  if  possible, 
to  get  one  with  the  ornamentation  in  keeping  with  the  subject, 
and  to  avoid  one  that  is  so  extremely  large  as  to  be  out  of  pro- 
portion with  the  size  of  the  page.  Where  ornamental  initials 
are  not  available,  a  larger  size  of  the  same  face  of  type  as  the 
body  matter  may  be  used.  For  instance,  if  the  page  is  to  be 
set  in  10-point  Cheltenham,  a  24-  or  a  30-point  Cheltenham 
initial,  according  to  the  size  of  the  page,  can  be  acceptably 
used.  A  great  many  times,  a  larger  letter  of  the  style  of  the 
body  type  makes  the  most  appropriate  and  pleasing  initial  that 
can  be  used.     See  Fig.  47.    At  any  rate,  it  is  an  easy  means  of 


70    CATALOGS,  BOOKLETS,  AND  FOLDERS   §  IS 

securing  a  simple,  dignified,  and  harmonious  effect  with  any 
style  of  type.  Where  the  work  is  of  extreme  importance  or  of 
very  high  grade,  and  cost  is  a  secondary  consideration,  special 
initials  of  two  or  more  colors  may  be  drawn  in  a  combination 
of  line  and  half-tone,  each  one  illustrating  or  suggesting  some 
feature  of  the  work  described  in  the  booklet  or  the  catalog. 

134.  Square,  ornamental  initials  mortised  in  the  center 
for  the  initial  letter,  should  be  avoided.  This  style  of  initial 
has  several  bad  features,  among  which  may  be  mentioned  the 
following:  (1)  It  throws  the  initial  a  considerable  space 
away  from  the  word  to  which  it  belongs;  (2)  the  initial  is  not 
in  line  with  the  top  of  the  word  to  which  it  belongs,  as  it  should 

ALL  ADVERTISEMENTS  may  be  grouped  into 
^^  two  general  classes,  (l)  informing  adver- 
^  ^  tisments  and  (2)  suggestive  or  reminding 
advertisements.  The  informing  advertisement  gives 
information  about  the  commodity  advertised;  in  order 
for  the  advertisement  to  be  effective,  the  information 
must  necessarily  be  of  such  character  that  it  will 
influence  readers  to  buy.  The  suggestive  or  remind- 
ing advertisement  contains  little  or  no  specific  infor- 
mation but  gives  publicity  merely  to  the  name  of  the 

Fig.  47 

be;  and  (3)  it  usually  throws  ornamentation  between  the 
initial  and  the  remainder  of  word,  which  is  decidedly  unattrac- 
tive to  the  eye. 

The  space  around  the  intitial  should  be  equal  both  on  the 
side  and  underneath.  Avoid  wide  gaps  of  white  space  at  the 
right  and  under  an  initial.  AMicre  the  letter  T  is  used,  for 
instance,  without  ornamentation,  the  second  and  following  lines 
of  body  type  should  not  be  indented,  but  should  be  set  flush 
with  the  side  of  the  body  of  the  initial,  on  account  of  the  blank 
space  between  the  stem  and  outside  edge  of  this  letter.  Where 
a  capital  L  or  A  is  used,  the  printer  should  be  instructed  to 
mortise  the  right  side  of  the  letter  at  the  top,  so  that  the  follow- 
ing letter  of  the  word  can  come  close  to  the  initial  and  thus 
avoid  a  gap.     See  how  the  initial  is  treated  in  Fig.  45.     Where 


fW: 


Lorgnette  or  Guard  Chains 


14-K.ARAT   GOLD 


"k 


401. 
403. 
416. 
417. 
418. 
419. 
420. 
421. 
422. 
423! 
424. 


Ten  Baroque  Pe.irls.  cable  links  ■  ■  Len^'th, 
Oval  and  round  gold  beads  ....  Length, 
Eight  oval  Amethysts,  cable  links  •  Length, 
Eight  fancy  charms,  cable  links    .    .  Length, 

Cable  links Length, 

Close  curb  links Length, 

Horseshoe  cable  links Length, 

Fancy  twist  links Length, 

Rope  links Length, 

Fancy  French  links Length, 

Oval  pierced  and  twist  center  links  •  Length, 


BAILEY,       BANKS       &       BIDDLE       COMPANY 


48  inches. 

$35.00 

60  inches. 

38.00 

48  inches. 

22.00 

60  inches, 

65.00 

48  inches. 

24.00 

48  I'nches, 

20.00 

48  inches. 

24.00 

48  inches. 

20.00 

48  inches. 

18.00 

54  inches, 

40.00 

GO  inches, 

60.00 

Coi>yrii:ht.  1907.  by  the  Bailey.  Banks  &■  BiddU  Co. 

Fig.  48 


308    §  18 


4^ 

MACVS  OFFER  EXTRA  VALUES  IN  CHAFING  DISHES  AS  SHOWN  BELOW 


g  In  New  York  and  out  ol 
New  York.  UACY'S  reputa- 
t&tlon  tor  high  valued,  low 
priced  table  and  kitchen  ware 
transcends  that  of  all  other 
concerns.  Wo  call  esfwolal 
attention  to  that  section  of  the 
catalogue  running  {rom  Page 
395  ta  Page  487— you  wlU  find 
therein  a  mine  of  money  sav- 
ing cuggefitlons. 


CHAFING    DISHES.  TEA    KETTLES    AND 
COFFEE  POTS 

IIX  4330.     The  Tourist  Cafl6n«  Dish,  nickel  plaled;   capacity  2p 

•finches;   tbi»  disb  iaespecially  adap'—* '— "  '■- 

tiaguisber,  handle  and  dish  ( 


of  base  6  inches;    lu  brs£a,  $6.49; 

kei  pli 


\  copper  r 


ups;  prifo.  M.64:  capacity  2Hf 
ty  3  Ji  pints  or  18  after  dinner  c 


$7.31 

4  after  (Hn- 


llX  4337.  Coffee  Machine, 
city  2pintaorlO  after  dionerc 
ncrcupa;   pricp.  $9.43;    capacity  3Ji  pints  or  18  after  dinner  cupa;  price.  $10.24: 

round  (ray. -12  inches  in  diameter;  price ,  SI  31  extra 

IX  4338.     Chafing  Dish  Fork,  nickel  ailver,  silver  eoidere'd,' hand  bumihsed, 

$1.2B 


pnci 


IyIacy's  offers  yotj  a  saving 
of  25  per  cent  on  these 
table    cooking  appliances. 


HEAVILY  POLISHED,  PIECED  AND  JAPANNED  TINWARE 


nrfijxinij  i„  $1,31;  .\,j.  2 

ijill'i  iri,»148:   N...  3,    IC.x 
H  m..»1.8«;    Ni>.   4.   19x13x15 


11X4332,   Square  Breld  or  Caki 

TnilUci,   limwn  jnpanned    bent  tjual 


11X4339.  The  Nonnartll  Nur- 
xery  Betrlger&tort,  ciadr  with  deep 
lank;      beat  japarinoil  ware,.  6ni»he<I 

three  siiej);  price,  eaeli.  No.  1.  llixll 
'jXUH  in..  $3.36;  No.  !,  19xl3«13 
iii.,M.ia;  IIa.3.22ilt>xlC)>ia.«S.n 


IIZ  4330.     Sponee  Caka  Pans, 


I2\x\i^  ioclKS..* 290 


Fig.  49 


71 

I  LT  ic:c— 12 


Page  40 


National  Cloak  and  Suit  Co.,  New  York. 


1705-11 
edt-e.     7  cc 


rhirf  of 
iiT.  G  ce 
rhirr    of 


;    6!*  cents  prr  dozco. 
wn,  wilh  fancy  embroidered 
hair  dozen;    79  cents  per 

larrow  hemstitched  edge;    In- 

entii  per  bsif  dozen;    «l.2< 

I706B  and  1706C.) 

170eB  — Handkerchief  of  l.lnen;  same  stvlfi  as  No.   170fl.  but 

vlthout  iniliul.     0  cents  each;   £2  cents  per  half  dozen;   Sl.OO 

per  dozen. 

1706C— Handkerchief  of  Lawn:  same  Bt.vle  as  No.  170*;  nar- 
row heniMlilcliid  oilce;  Initial  in  corner.  7  cents  each;  40  cents 
per  half  dozen ;   7U  cents  per  dozen. 

1708  — Handkerchief    of    sheer 
edKe  of  rluinly  cmliroiilcry. 
2S  cents. 

1711— Handkerchief  of  soft  Cn 


tlir 


(1     (!.■! 


1  ry  I 


■  hen 


ch; 


1712-lliindkercIilef  of  India  Lawn,  with  Inserts  of  Val  lace 
anil  a  l.ur  td'.-.-,     13  cents  each!   three  assorted  designs,  3A  cents. 

1713  — Handkerchief  of  Real  Irish  Linen,  with  embroiderefl 
floral  wrealti:  inilml  in  corner.  Price  13  cents  each;  three  for 
3A  cents.     (See  also  No.  i713r.) 

17I3P— Handkerchief  of  Ileal  Irish  Linen;  same  style  as  No. 
17 13,  but  wiihoul  initial.  11  c«nti  each ;  S4 


1714- 
i  cents 
1715- 

mbroiJt 
1717- 

.ilh  lace 


Handkerchief  of  fin 
•ed  edge.  15  cents  ra 
Handkerchief  of  nn 

clery: 


irtc  assorted  de^iKns,  M  cents. 
1718-Handkcrchlef  of  sheer  Persh 

rciideretl;    narrow  hemstitched  edge. 
L>rle(l  designs,  M  cents. 

1724-  Handkerchief  of  p 
n<l  friiied  e.lge  of  Vnl  Lire,  i 
7  cents;  »l.3Z  per  half  dozen. 

1725— Handkerchief  of  nne  Val  IJ 
;    three  as.-«irleU  designs 


1   Lawn,  wilh  elaborately 
:nts  per  half  dozen, 
awn,  beautifiiiiy  trimmed 
>;   sliecial  value.    10  cents 

n  Lawn;   beantiritlly  em- 
19  cents  each;    tlireo  al- 

en,  with  embroitlereil  corners 
each;  Ittree  assorted  designs. 


of  nne  Val  laec 

ftl..t3  per  half  dozen, 

1730— llanokerchlef  of  nne  quality  I.ln 


Val  he 
Borleil  11 
1734 


,  Iti 


nl   Val  In 
e.  ts; 
chief 


2t>  t 


LInrn,  wilh  Val  Ist-e  Insertion, 
■dging  of  Val  lacOL    34  cents  each;   lbrc« 
<orted  disigns.  »I.OO. 

1736  — Handkerchief  of  pure  Linen,  beatllifully  embroidered, 
numenled  with  beading  and  edglnif  ol  Val  lace.  34  oaots  aachl 
ree  assorted  designs,  01  .OO. 


tsper  half  doze 
INITIALS  I    InitUl  Haodkerchiefa  can  be  h«d  with  mj  Utter  of  the  aJphalwt  except  1,  O,  Q,  U,  V,  X.  Y,  ud  Z. 

Fig.  50 


GIMBEL  BROTHERS,  PHILADELPHIA 


Soaps  anb  Ifxitcbcn  Supplies 


LAUNDRY  SOAP 

Quantity  in  box 

Gimbels    Oleine    60  bars 

Gitnbels    Borax    60  bars 

Babbitt's     100  bars 

Eavcnson's  Naptha 100  bars 

Fels-Naptha   100  bars 

Kirkman's  100  bars 

Mule  Team    100  bars 

P.  &  G.  Lenox   100  bars 

Sunlight   loobars 

Swift's  Pride   100  bars 

Young's  Pearl  Borax  ...  40 bars 
P.  &:  G.  Naptha   100  bars 

SCOURING  SOAPS 


Brook's  Crystal 

Young's  

Sapolio     

Yankee  Flint  .. . 

Scrub-E-Z     

Bon  .Ami 

Kleenatub   

Wrigley's    


c  B 

ox 

Bar 

2.90 
350 
425 

5-75 

.05 
.06 
4/> 
.06 

4.90 

•OS 

475 

.OS 

4.7s 

.05 

.1-75 

.04 

475 

.05 

4-75 
3-10 

.05 
.08 

475 

•OS 

Cake  Doz. 

.05 

•55 

OS 
o3 

•55 
•95 

OS 

.55 

10 

MS 

10 

1.15 

10 

I.I5 

OS 

.55 

HAND  SOAPS 

Bar  Doz. 

Hand  Sapolio    08      .95 

Jergens'  Pumiss 05      .55 


CARPET  CLEANER 


H.  &  H. 


Cake  Doz. 
.     .15     170 


WHITE  FLOATING  SOAP 

Box  Bar 

Lexard  Castile   100  bars  4.75  .05 

Fairy  (small)    100  bars  4.75  .05 

Fairy  (large)    100  bars  7.75  .08 

P.  &  G.  Ivory  (small) ...  loobars  4.90  .05 

P.  &  G.   Ivory  (large) ...  lOO  bars  7.90  .o3 

Queen  of  Borax  (small)    100  bars  4.75  .05 

Queen   of  Borax    (large)    loobars  9.50  .10 

Swift's  Wool   (large) ...  .loobars  7.75  .08 

Swift's  Wool  (small) 100  bars  4.75  .05 

CASTILE  SOAP.       Bar  Doz. 

Domestic,  White,  large  bar 45  3.25 

Conti  Imported,  large  bar 55  6.50 

DISINFECTANT  SOAP 

Bar  Doz. 

Lifebuoy     05  .53 

PARAFFINE  WAX 

Each  Doz. 

Standard  Oil  Co.'s   15  1.75 


SAL  SODA 

Best  Granulated   lb.  .01 J4 

Best  Granulated,  6o-lb.  box 85 

WASHING  POWDERS 

Pkg.  Doz. 

Purity  No.  4  package     .13  170 

Army  and  Navy OS  .35 

Babbitt's    1776    03  .35 

Fairbank's  Gold  Dust   large     .22  2.40 

Fairbank's  Gold   Dust    small     .06  70 

Kirkman's   03  55 

Pearline    large     .10  I. IS 

Soapine    large     .03  .55 

Swift's    large     .18  2.10 

Swift's  small     .05  .55 

Swift's   Naptha    10  I.IS 

Young's    Borax    08  .95 

Old  Dutch  Cleanser 10  MS 

Radax    12  1.40 

AMMONIA            Hot.  Doz. 

Gimbels   High  Test. .  .extra  large     .25  2.90 

Gimbels    High  Test    medium     .15  175 

Gimbels   Cloudy    large     .25  2.90 


Gimbels  Cloudy medium 

Parson  Household   large 

Parson    Household    medium 

Parson   Household    small 

Trial    Size    10 

Scrubb's    25 


■45 


.15 


17s 
5-25 
2.90 
1-75 

2.90 


DRY   AMMONIA 

Can  Doz. 

Ammo    large     .23     2.90 

Ammo    small     .05       .33 

Bath  Ammo,  Perfumed IS     I70 


CHLORIDE  OF  LIME 


Gimbels 


Can  Doz. 
MS 


STARCH 


Each  Doz. 

Purity     3-lb.  box     .25  2.90 

Purity    6-lb.  box     .30  3.75 

Kingford's     3-lb.  box     .30  350 

Kingford's     6-Ib.  box     .60  7.00 

Durkee's    Mourning    20  2.30 

Elastic    large     .10  i.io 

Celluloid    large     .10  i.io 

Viola   Perfumed    10  MS 

Fluffy   Ruffles    large     .10  MS 

LUMP  LAUNDRY  GLOSS  STARCH 

Lb.  10  lb. 

Fancy  Lump    06      .53 

Finest  Lump 08      73 

STARCHING  GLOSS 

Pkff.  Doz. 
Glo-Zo    OS      .55 

BLOCK  BLUE 

Pkg.  Doz. 
Reckitt's   large     .10     1.13 


Telephonesi— Bell.   Walnut    SOO-8441   KcT«toiie,   Mall 
Prices  ■abject   to  market  abaoKeB 


7-30-71 


Fiu.  51 


74    CATALOGS,  BOOKLETS,  AND  FOLDERS   §  IS 

an  initial  is  used  with  very  short  paragraphs,  the  ragged  inden- 
tion may  be  avoided  by  running  the  matter  in  a  single  para- 
graph, using  paragraph  marks  between  the  sentences. 

135.  Arrangement  of  Pag-es. — Some  examples  of  the 
arrangement  of  body-matter  pages  of  catalogs  and  booklets 
have  been  shown  in  the  preceding  pages.  In  Figs.  48,  49,  50, 
and  51  are  shown  additional  examples.  All  of  these  are 
reduced,  being  only  about  half  the  size  of  the  original  pages. 
The  example  shown  in  Fig.  48  is  an  unusually  attractive  page ; 
it  shows  not  only  good  typographical  and  border  treatment  but' 
demonstrates  how  a  number  of  such  articles  as  chains  can  be 
illustrated  well  in  small  space  by  merely  showing  a  section  of 
each.  Note  that  the  text  gives  the  length  of  each  chain. 
Fig.  49  shows  an  example  of  a  page  in  which  a  number  of 
articles  must  be  listed  in  small  space.  Figs.  49,  50,  and  51 
show  examples  of  mail-order  catalogs  in  which  space  is  used 
wnth  great  economy.  It  is  idle  to  say  that  such  catalogs  are 
not  read,  for  the  facts  are  indisputable.  This  class  of  work 
may  not  command  the  approval  of  critics,  but  it  is  the  kind  of 
literature  that  mail-order  firms  and  large  retailers  find  well 
adapted  to  their  purposes,  and  the  advertising  man  should  be 
prepared  to  execute  this  kind  of  matter  as  well  as  the  kind  in 
which  more  liberty  may  be  taken  in  regard  to  the  use  of  space, 
colors,  etc.  As  a  matter  of  fact,  it  is  more  difficult  to  lay  out 
pages  like  those  shown,  reduced,  in  Figs.  49,  50,  and  51  than 
it  is  to  plan  a  catalog  in  which  a  page  can  be  given  to  each' 
illustration  or  to  each  illustration  and  the  accompanying  text. 
The  black  background  shown  in  Fig.  50  is  well  adapted  to  the 
subjects  illustrated,  but  a  pleasing  variation  from  this  solid 
black  would  be  a  line  background  resembling  crash.  The  crash 
effect  is  artistic  and  reproduces  well. 


IL.LISTRATIOXS     FOR     IXSIDE     PAGES 

13G.  In  catalogs,  booklets,  and  folders  printed  the  narrow 
way  of  the  page,  and  in  which  it  is  necessary  to  run  the  illustra- 
tions the  long  zvay  of  the  page,  the  bottom  of  the  illustration 


§18      CATALOGS,  BOOKLETS,  AND  FOLDERS         75 

should  always  face  toward  the  right ;  that  is,  the  left  side 
of  the  illustration  should  always  face  the  bottom  of  the  page, 
as  shown  in  Fig.  52,  which  is  a  reduced  reproduction  of  two 
facing  pages  of  a  catalog.  Of  course  this  rule  does  not  apply 
where  illustrations  are  run  across  the  narrow  way  of  the  page, 
along  with  the  type.  Observe  how  the  illustrations  on  the 
right-hand  page  of  Fig.  52  are  placed. 

Where  it  is  necessary  to  use  half-tone  illustrations  in  books 
printed  on  antique,  hand-made,  onyx,  crash,  or  linen-finish 
stock,  the  half-tone  should  be  printed  on  enameled  book  stock 
and  tipped  in  when  the  book  is  bound,  as  it  is  impossible  to 
print  fine  half-tones  on  the  rough  finishes  unless  the  book  is 
printed  by  the  ofifset  process,  which  can  be  handled  only  by  the 
best  printers. 

137.  Group  Cuts. — When  it  is  desired  to  use  a  number 
of  illustrations  in  a  limited  amount  of  space,  effective  results 
can  sometimes  be  obtained  by  grouping  the  series  of  photo- 
graphs and  having  one  plate  made  that  will  embody  all  the 
dift'erent  views  in  a  single  group.  In  this  way,  a  number  of 
illustrations  can  be  printed  very  artistically  on  one  page ;  other- 
wise, it  might  be  necessary  to  vise  a  page  for  each  one.  In 
Fig.  53  is  shown  a  group  vignetted  cut  that  illustrates  two 
models  of  a  revolver  and  a  sectional  view  of  the  breaking 
mechanism. 

138.  Placing  of  Illustrations. — It  is  well  to  be  consis- 
tent in  the  placing  of  full-page  illustrations.  Use  left-hand 
pages  if  possible.  If  it  is  necessary  to  print  full-page  illustra- 
tions on  right-hand  pages,  all  the  full-page  illustrations  should 
be  arranged  to  print  on  right-hand  pages.  Two  full-page  illus- 
trations should  not  be  allowed  to  face  each  other,  unless  it  is 
impossible  to  avoid  this  plan.  Where  two  facing  full-page 
illustrations  must  be  run  the  long  way  of  the  page  in  a  book  in 
which  the  type  pages  are  set  the  narrow  way,  the  bottom  of 
each  illustration  should  face  the  right.  If  a  small  illustration 
is  to  be  used  in  the  text  matter,  it  should  be  placed  toward  the 
outside  of  the  page ;  that  is,  on  pages  with  even  numbers,  the 
illustrations  should  be  placed  on  the  left-hand  side,  and  on 


inj  oKisturi  » 


MOcJOMVOMP 

iHOJ3as)gv 


76 


§18      CATALOGS.  BOOKI.K'JS,  AND  ]'()IJ)ERS         77 

pages  with  odd  numbers,  they  should  be  placed  on  the  right- 
hand  side.  Care  should  be  taken  to  see  that  the  facing  pages 
balance  each  other  and  do  not  look  overdone.  Where  there  is 
only  one  illustration  on  a  page,  avoid  placing  it  below  the 
center.  Its  best  position,  particularly  if  it  is  a  heavy  unit  of 
display,  is  the  center  of  the  page  or  slightly  above  the  center. 
See  Fig.  48.  Fig.  7  shows  a  good  way  of  balancing  the  display 
of  the  page  when  two  illustrations  are  used. 

130.     Vignetted   Half-Tones    in   Body   Matter. — In 

very  fine  catalogs,  brochures,  and  booklets  a  very  artistic  effect 
can  be  obtained  by  placing  small  vignetted  half-tones  or  line 
cuts  in  the  outside  margin  and  printing  the  type  in  a  lighter 
color,  allowing  the  very  faint  vignette  of  the  cut  to  extend 
under  the  body  matter.  Vignetted  initials  are  made  in  the 
same  way,  so  that  the  vignette  can  be  partly  covered  with  the 
type.  This  gives  a  very  fine  cloud  effect  and  adds  to  the  rich- 
ness of  the  finished  work.  In  Fig.  54  is  shown  an  example  of 
printing  text  matter  over  a  portion  of  the  vignette  of  the  illus- 
trations. In  following  this  plan,  care  should  be  used  to  see 
that  no  feature  of  the  illustration  is  covered  by  body  type, 
otherwise  the  effect  of  the  illustration  may  be  marred. 

140.  Tint  Effects. — Two-color  illustrations  are  often 
used  on  high-grade  catalogs  and  booklets — one  color  as  a  back- 
ground and  the  other  color  as  the  dark  tone  in  which  the  cut 
proper  is  printed.  A  three-color  effect  is  often  secured  by 
cutting  out  the  high  lights  (partly  or  wholly  white  portions) 
in  the  tinted  plate  and  thus  allowing  the  white  of  the  paper  to 
show  through.  Very  fine  results  can  be  obtained  in  this  style 
by  using  light  buff,  lemon  color,  very  pale  green,  or  pale  blue 
for  the  tints  and  double-tone  colors  for  the  half-tone  portions 
of  the  cut. 


SPECIAL    PAGES 

141.  Introductory  Pages.- — In  catalogs,  etc.  the  intro- 
ductory pages  usually  follow  the  title ;  that  is,  appear  on  the 
next  right-hand  page.  The  introductory  page  is  generally  set 
very  plain,  an  initial  being  used  if  desirable,  and  the  matter 


78 


The  Rock  Island  Ways 


% 


HERE  are  two  routes  over  which  Rock 
Island  through  trains  and  cars  operate 
between  the  East  and  California, 

iierc    is    the     Southern     Route  — also 

IH^^II^     I  I  lied  the  El   Paso  Short  Line.     Of  all 

^Bfe§f*%v  ^^^^^fc  "transcontinental    lines    this    is   the 

ine  of  lowest  altitudes  and  eas 

Ifc:        '--'■■^^^k —  '^^^  Z^ades — the  short,  quick 

HL^^jHM^^HJI^  :c,  and  at  the  same  time  the 

■HH^^^^^Hlj      most    southerly.     Then    there    is    the 
Scenic   Route — via    Colorado   and    Salt 
Lake  Citw     This  is  a  line  of  scenic  grandeur — every  mile  a  milf 
of  beauty — across  the   ''Backbone  of  the  Continent.' 

The  Rock  Island  will  take  you  up  in  Chicago,  ,m.  i^olu.s, 
Kansas  City,  St.  Joseph,  Des  Moines,  Omaha,  Minneapolis, 
and  St.  Paul  (and  in  hundreds  of  Middle  West  points  not  loca- 
ted immediately  upon  its  two  overland  routes)  and  land  you 
conveniently  and  with  dispatch  at  your  Pacific  Coast  destination. 

There  are  two  dady  Rock  Island  trains,  providing  continuous 
service  from  Chicago  and  St.  Louis  to  California  o\or  the  South- 
ern Route. 

There  are  daily  Rock  Island  through  cars  from  Chicago  and 
St.  Louis  to  Pacific  Coast  over  the  Scenic  Route. 

In  addition  to  providing  through, transportation  facilities  over 
these  two  superb  routes  to  the  Pacific  Coast,  the  Rock  Island 
serves  all  the  in- 
termediate Mid- 
dle  West    terri- 
tory    between 
the    Mississippi  .,' 
Valley   and    the 
Rocky  Mountains, 
from    Minnesota 
on    the    north    to 
Louisiana     a  n  i' 
Texas     on     thi 
south. 

I  L  T  102r    §  18 


§18   CATALOGS,  BOOKLETS,  AND  FOLDERS    7!) 

is  indented  a  few  picas  from  the  rule  border  on  each  side  ;  or, 
if  no  border  is  used,  a  liberal  margin  of  white  space  is  allowed 
around  the  type,  to  make  it  attractive  and  easy  to  read. 

142.  Full-Pase  Indorsements. — If  a  border  is  used 
on  pages  containing  indorsements,  the  pages  should  be  set  in 
a  narrower  measure  than  the  text  of  the  booklet  and  in  a  semi- 
bold  face  of  type,  such  as  Cheltenham,  Old-Style  Antique,  etc., 
so  as  to  give  strength  and  to  distinguish  them  from  the  body 
pages.  If  introductory  matter  accompanies  the  indorsement, 
the  introductory  matter  should  be  set  in  a  size  larger  of  the 
same  style  type  as  the  indorsement.  Fig.  55  shows  two  indorse- 
ments made  up  for  a  full  page  of  a  6"X9"  circular,  the  intro- 
ductory matter  being  set  in  10-point  Cheltenham,  and  the  body 
in  8-point  of  the  same  series. 

Where  a  whole  page  is  devoted  to  a  number  of  small  indorse- 
ments, they  can  be  set  full  measure  in  the  same  series  of  type 
as  the  body  matter,  but  in  a  size  smaller.  If  possible,  a  display 
heading  should  be  used  for  each  indorsement  and  each  of  these 
headings  should  be  set  in  upper  and  lower  case  of  a  smaller 
size  of  the  same  style  of  type  used  for  the  main  heading.  A 
heading  separates  the  indorsements  and  shows  at  a  glance  what 
each  indorsement  represents. 

143.  Facsimile  Letters. — Where  it  is  desirable  to  show 
a  facsimile  of  a  letter  written  by  some  person  whose  name  has 
advertising  value,  an  entire  letter  sheet  can  be  reproduced  and 
reduced  to  any  proportionate  size  by  photographic  processes, 
and  a  line  cut  then  made  to  suit  the  particular  job  in  hand. 
In  Fig.  56  is  shown  a  letter  that  was  reduced  from  an  original 
8i"Xll"'  letterhead.  This  style  is  sometimes  varied  by  making 
a  cut  of  the  heading  and  signature  and  setting  the  letter  in 
some  clean-cut  type  face. 

144.  Illustrated  Indorsements.  —  Photographs  of 
indorsers  can  be  used  in  connection  with  a  full-page  indorse- 
ment, and  the  pictures  of  the  indorsers  can  be  placed  either  at 
the  top  or  at  the  side,  with  a  plain  border  enclosing  the  page, 
as  shown  in  Fig.  57.  Two  colors  were  used  in  the  original  of 
Fig.  57,  the  border  and  illustrations  being  in  black  and  the 


Valuable  Opinions 


OCT"  =^ 

Our  Legal  Instruction  is  Complete 

Robert  T.  Miller,  LL.  D.,  a  prominent  member  of  the  Ohio 
bar,  comments  as  follows  on  the  legal  paurts  of  our  Banking  and 
Banking  Law  Course: 

Since  receiving  the  books  published  by  the  International  Correspondence 
Schools,  1  have  given  them  the  most  careful  and  extensive  examination  I  am 
capable  of,  and  must  confess  rr.y  surprise  and  gratification  at  the  worth  of 
their  scope  and  their  completeness  of  detail.  I  have  seen  and  used  scores 
of  so-called  "Lav/  Books,"  many  of  which  have  a  proper  place  and  useful- 
ness, but  this  publication  is  not  such  a  Law  Book.  It  is  rather  a  complete 
Law  Library  from  which  one  may  derive  not  only  a  knowledge  of  the 
ordinary  forms  and  processes  of  the  Law  as  used  in  general  practice,  but  of 
what  is  of  far  greater  value  to  the  business  man,  a  very  clear  and  intelligent 
idea  of  the  philosophy  of  the  law  such  as  will  enable  him  to  determine  not 
only  when  he  needs  the  services  of  the  barrister  but  when  he  may  dispense 
with  those  of  the  attorney. 


A  Canadian  Opinion 

R.  D.  McGibbon,  K.  C,  senior  member  of  the  noted  law 
firm  of  McGibbon,  Casgrain,  Mitchell,  and  Surveyor,  of  Mon- 
treal, attested  as  follows  regarding  the  legeJ  features  of  our 
Banking  and  Banking  Law  Course: 

1  find  that  all  the  required  subjects  are  included  In  yourvolumes.  I  have 
no  hesitation  in  saying  that  any  diligent  student  would  at  the  conclusion  of 
his  Course  have  a  good,  clear,  useful  acquaintance  with  the  general  princi- 

fles  of   jurisprudence  that  prevail  over  the  North  American  continent.     I 
ave  examined  with  care  many  of  the  subjects-  dealt  with  and  find  the  treat- 
ment of  them  full,  intelligent,  and  satisfactory. 

Dealing  more  particularly  wilh  possible  readers  in  Canada  and  in  the 
Province  of  Quebec,  I  see  generous  and  ample  reference  to  the  leading 
authorities  usually  consulted  in  the  Dominion  and  in  Quebec.  While  it  is 
true  that  the  Quebec  system  differs  from  that  in  vogue  elsewhere  in  such 
subjects  as  real  property,  marriage  covenants,  successions,  and  other  kindred 
topics,  attention  is  drawn  to  the  fact  that  special  provisions  in  these  respects 
are  applicable  to  the  Province  of  Quebec;  therefore,  with  the  knowledge  to 
be  gained  from  a  study  of  your  volumes,  it  would  be  quite  easy  for  a 
student  to  supplement  your  Course  on  any  given  subject. 


i'lG.  55 


JOSEPH  CHAPMAN. 
FRANK  E.  HOL.TON, 
CHAS.  W.  FARWEL.L.. 
R.     E.      MACOREQQR. 


©Ijp  Nortl|utrstpnt  Nattnttal  2?ank 


Capital     $1,000,000 
.uj   Arsjo    Profits    SBOO.OOO 


Minneapolis.    Minn., 


S07.    16, 

International  Correspondence  Scliftoli 

Scxanton,  Fa. 
Gentlemen: 

Replying  to  your  favor  of  the  13th  Inst.,  will  eay  that  I 
have  taken  great  pleasure  in  looking  over  your  text  books  on  banking  and 
am  pleased  to  recommend  then  to  any  student.  The  matter  in  the  book  Is 
arranged  so  that  a  person  can  get  a  great  deal  of  information  with 
comparative  ease,  and  the  forss  used  are  up-to-date  aad  should  bo 
valuable  to  ctudents. 

Yours  very  truly. 


A<,~*r'^(^   ^^«-«j*-, '--y^ 


l-io.  56 


SI 


The  Cable  Compan\',  Chicago. 

Gentlemen: — The  Conover  Piano 
which  was  used  for  my  recital  at  the 
Studebaker  Theater  yesterday  was 
excellent.  I  greatly  admired  the 
tonal  qualities  and  perfection  of 
mechanism  of  the  instrument.  It  is 
a  pleasure  to  me  to  note  the  remark- 
able sustaining  and  blending  qualities 
of  the  tone  of  the  Conover  Piano, 
which  certainly  are  a  great  aid  and 
benefit  to  the  singer. 

Expressing  my  warmest  thanks,  I 
remain,     Sincerely  yours 

Alois  Burgstaller 


The  Cable  Company,  Chicago. 

Gentlemen: — Will  you  please  accept 
my  thanks  for  the  Conover  Grand 
Piano  furnished  me  for  my  recital, 
also  for  the  excellent  Upright  Piano, 
sent  to  my  rooms  in  the  Annex.  I 
greatly  admire  the  tone  of  your  Con- 
over Piano,  as  it  just  suits  my  voice. 
Sincerely  yours 

DOGHA  OUMIKOFF 


The  Cable  Company,  Chicago. 

Gentlemen: — The  Conover  is  in- 
deed a  wonderful  piano,  but  I  did 
not  fully  realize  it  luilil  using  the  one 
which  you  kindly  placed  at  my  dis- 
posal while  in  Chicago.  The  tone  is 
sweet,  clear,  and  very  musical.  To 
my  knowledge  there  is  no  better 
piano  manufactured. 

Yours  very  tnilj' 

(i.  (".\:\ir.\N.\Kr 


l-ic. 


\-^:s7vV<-<N,v.v.vvvv^vv<-vv 


:VvS.Vi>.V  ■:  .'..-^S-W^ 


^TZ 


I  find  your  Mariners'  Pocketbook  full 
of  useful  information  in  condensed  form 
and  one  that  I  believe  every  officer  in  the 
Navy  will  find  useful.  It  is  also  a  useful 
book  for  enlisted  men,  as  it  contains  a  large  amount  of  in- 
formation relating  to  the  naval  service. 


Rear  Admiral,  U.S.N. 

(Retired* 


The  Mariners'  Pocketbook  is  a  notable  compilation 

compressing  in  a  very   small   space   a    large  amount  of 

useful  information   and   presenting   it  in  a   handy  form. 

I    am    familiar   with   many    books    of    the 

-vp"  class    which     have     been     published     in 

Europe,    but    your     Pocketbook    certainly 

deserves    a    high    place    in    the    series. 

Very  truly  yours, 
(Signed)         WILLIAM  H.  WHITE. 

Formerly  Chief  Constructor,  British  Royal  Navy 


..':5^- 


s:^^^^?:;:.i>^.\\v^-\'s>^.\'s\^^>ss'sss: 


I  L  T  102C    §  18 


Fig.  58 


ELECTROMAGNETISM:  Influence  of  an  Electrified  Circuit  on  a  Compass;  Magnetic  Field 
of  an  Electrified  Circuit;  Relation  Between  Electric  Polarity  and  Magnetic  Polarity; 
Solenoid;  Magnetic  Permeability;  Review  of  Magnetic  Principles;  Electromagnets 
Illustrated. 

ELECTRICAL  UNITS:  Relation  Between  Ohm,  Volt,  and  Ampere;  Ammeters;  Ohm's  Law. 
Ohm,  Volt,  and  Ampere  Fully  Explained;  Microhm;  Megohm;  Influence  of  Tempera- 
ture on  Circuits;  Temperature  Coefficient;  Specific  Resistance;  Rheostats;  Wh  atstone's 
Bridge;  Voltmeters;  Meters  and  Methods  of  Using  Them;  Application  of  Ohm's  Law; 
Coulomb;  Joule;  Watt-  Kilowatt. 

i?    i?   -if   i? 
Dynamos  and  Motors 

97  Paoes.  58  Illustrations 
ELECTROMAGNETIC  INDUCTION:     Illustration;  Self-induction  and  Mutual  Induction;  Flow 

of  Current. 

PHYSICAL  THEORY  OF  THE  DYNAMO:  Generation  of  Voltage;  Revolving  Coil;  Cause  of 
Reversal  of  Polarity;  Commutator  and  Its  Brushes;  Illustration  of  Operation  and  Effects; 
Pulsation;  Advantages  of  Many  Coils  and  Commutator  of  Many  Segments;  Armature 
Core  and  Its  Eflect  in  the  Magnetic  Circuit;  Elustration  of  Armatures  of  all  Types; 
Explanation  of  Peculiarities  of  all  Armatures. 

ARMATURE  REACTIONS:  Causes  and  Effects  of  Reaction  Illustrated  and  Explained; 
Counter  Torque;  Distortion  of  Magnetic  Field. 

FIELD  MAGNETS:  Magneto  Dynamos;  Separately  Excited  Dynamos;  Magnetizing  Force; 
Magnetic  Saturation;  Self-Exciting  Shunt  Dynamos;  Building  Up;  Residual  Magnetism; 
Self-Exciting  Series  Dynamos;  Compound  Dynamos;  Bipolar  Dynamos;  Salient  and 
Consequent  Poles. 

DIRECT-CURRENT  DYNAMOS:  Multipolar  Dynamos;  Multiple-Wound  Armatures;  Multi- 
polar Magnetic  Fields;  Mechanical  Construction  of  Dynamos  in  Detail;  Frame  Arma- 
tures; Commutators;  Brushes;  Brush  Holders;  Bearings;  Driving  Mechanism;  Pilot 
Lamp;  Constant-Voltage  Dynamos;  Efficiency;  Input;  Output;  Explanation  of  all 
Losses;  Methods  of  Determining  Losses;  Causes  and  Effects  of  Sparking;  Prevention 
of  Sparking. 

DIRECT-CURRENT  MOTORS:  Shunt-Wound  Motors;  Series-Wound  Motors;  Compound- 
Wound  Motors. 

"i:   -^   i?   i? 
Dynamo-Elcctric  Machinery 

70  Pages,  38  Illustrations 

DIRECT-CURRENT  DYNAMOS:  Operation  of  Constant-Current  Dynamos:  How  Constant 
Current  is  Maintained  Under  Varying  Voltage;  Regulatibn  of  Closed-Coil  Armatures; 
Influence  of  Armature  Reaction;  Method  of  Automatic  Brush  Shifting;  Principal  Closed- 
Coil  Dynamos;  Wood  Dynamos;  Standard  Dynamo;  Western  Electric  Dynamo;  Excel- 
sior Dynamo;  Ball  Dynamo;  Illustrations  and  Explanations;  Open-Coil  Armatures; 
Principal  Open-Coil  Dynamos;  Brush  Dynamo;  Westinghouse  Dynamo;  Thomson- 
Houston  Dynamo;  Output. 

DIRECT-CURRENT  MOTORS:  Principles  of  Operation;  Comparison  of  Dynamos  and  Motors; 
Counter  E.  M.  F.;  Torque;  Prony  Brake;  Classes  of  Motors;  Action  of  Shunt- Wound 
Motors;  Speed  Regulation;  Series-Wound  Motors;  Speed  Regulation;  Differentially 
Wound  Motors;  Accumulatively  Wound  Motors. 

AUXILIARY  APPARATUS:  Starting  Rheostats;  Shunt-Wound  Motor  Connections;  Process 
of  Motor  Starting;  Series-Wound  Connections:  Automatic  Switches;  Regulating  Rheo- 
stats; Necessity  of  Complying  With  the  Fire-Underwriters'  Rules  When  Installing. 

METHODS  OF  REVERSING  MOTORS:  Armature  Reversal;  Field  Reversal:  Reversal  of 
Shant-Wotmd  Motors;  Reversal  of  Series-Wound  Motors:  Reversing  Switch; 

83  Fig.  59 


84         CATAT.OGS,  BOOKLETS.  AND  FOLDERS      §  IS 

type  in  olive.  Small  "thunib-nail,"  half-tone  cuts  of  indorscrs 
can  be  used  where  a  number  of  indorsements  are  to  appear 
on  a  page.  These  cuts  arc  made  either  oval  or  sqviare,  from 
1  in. X  1:1  i"-  to  any  size  necessary,  and  can  be  had  either  with 
or  without  a  half-tone  background. 

In  Fig.  58  is  shown  an  example  of  a  special  page  made  up  of 
two  testimonials  with  an  appropriate  drawn  border..  Note  that 
one  signature  shown  is  reproduced  facsimile.  This  was  done 
to  lend  authenticity  to  the  testimonials.  The  plan  of  reproduc- 
ing only  the  signature  facsimile  is  a  good  one,  for  reproduc- 
tions of  entire  pen-written  letters  are  usually  very  hard  to  read. 

When  an  indorsement  is  crisp  and  slinrt  it  can  sometimes  be 
used  on  the  outside  page  of  a  circular  (U-scribing  a  particular 
feature  of  an  article. 

145.  Synop.ses  Pases. — Li  synopses  pages  and  pages  of 
like  character,  a  smaller-sized  t\])e  than  that  used  for  the  body 
matter  should  be  used,  and  very  often  such  matter  can  be 
arranged  in  two  columns.  The  hanging-indention  style  is 
preferable,  as  it  displays  the  subheads  in  strong  relief  and 
makes  it  an  easy  matter  to  ascertain  the  subjects  treated  in 
each  division.  Fig.  59  shows  a  synopsis  page  taken  from  a 
6"X9"  circular  descriptive  of  a  course  of  instruction  in  elec- 
trical engineering.  This  kind  of  matter  may  seem  uninteresting 
to  one  having  no  interest  in  the  sul)ject  of  electrical  engineer- 
ing, but  it  gives  specific  details  dcniandcd  l)y  many  before  they 
jjart  with  their  money. 

COLO9,    SCHEMES    FOK     IXSIOE     PAGES 

14G.  To  secure  easy  and  sure  reading,  the  colors  used  in 
printing  body  matter  should  be  such  that  they  will  not  tire  the 
eye.  Without  doubt,  black  is  the  best  general  all-around  color 
for  the  various  classes  of  work,  but  very  artistic  and  effective 
results  can  be  obtained  by  the  use  of  other  colors.  ILxtremely 
light  colors  of  ink,  such  as  pea  green,  light  blue,  buff,  light 
gray,  etc.,  should  not  be  used  for  body  matter  set  in  Old-Style 
Roman  or  modern  Roman,  as  thev  arc  not  onlv  weak  in  aj)pear- 
ance  but  very  trying  to  the  eye. 


§1S      CATALOGS,  BOOKLETS,  AND  FOLDERS         S.-) 

147.  Use  of  Colored  Inks  for  Body  Matter. — Gen- 
erally speaking,  strong,  dark  colors  of  ink  should  be  used  for 
body  matter  so  as  to  afford  ample  contrast  between  the  type 
and  the  paper.  Chocolate-brown,  dark-green,  dark-blue,  olive, 
green-black,  blue-black,  and  dark-gray  inks  can  be  used  to 
advantage  and  can  be  depended  on  to  produce  pleasing  results. 
These  colors  are  not  so  somber  as  black.  In  large  catalogs  and 
in  elaborate  two-  and  three-color  designs  printed  on  enameled 
book  paper  and  in  such  colors  as  warm  brown,  light  olive,  or 
gray,  very  artistic  results  can  be  obtained  by  using  a  semibold 
face  of  type,  such  as  Caslon  Bold,  Old-Style  Antique,  Chelten- 
ham. Cheltenham  Wide,  and  faces  of  similar  character  in  the 
10-  and  12-point  sizes.  The  additional  weight  of  the  semi- 
bold  type  adds  the  strength  necessary  for  the  use  of  these 
colors.  Light-faced  modern  and  Old-Style  Roman  should  not 
be  printed  in  these  colors,  as  they  will  appear  light  and  weak 
and  will  be  hard  to  read.  Rich  browns,  green-blacks,  and  blue- 
blacks  are  standard  colors  for  one-color  illustrations.  Lighter 
greens  give  excellent  effects  where  nature  scenes  are  repre- 
sented. Where,  however,  such  articles  as  machinery,  cut  glass, 
silverware,  etc.  are  to  be  shown,  it  is  better  to  print  illustrations 
in  black  and  to  use  an  agreeable  contrasting  color  for  the  text. 

148.  Color  Combinations.— In  pages  made  up  of  body 
matter  and  rule  border,  good  color  combinations  can  be 
obtained  by  using  a  bright  color  for  the  rules  and  a  dark  color 
for  the  body  matter.  For  example,  if  the  page  is  to  be  set  in 
8-point  old-style,  leaded  or  solid,  and  it  is  desired  to  use  a 
green-black  or  a  dark-green  ink  for  the  body  matter,  a  1 -point 
rule  run  around  the  page  in  orange  or  red  ink  will  give  suffi- 
cient color  for  the  entire  page.  Another  combination  for  such 
a  page  would  be  to  print  the  body  matter  in  a  dark  green  and 
the  rule  in  a  bright  pea-green.  Where  the  border  is  printed 
in  color,  all  rules  and  ornaments  should  be  printed  in  the  same 
color,  unless,  of  course,  the  color  used  for  the  border  should 
happen  to  be  too  strong.  This  statement,  however,  should  not 
be  construed  as  meaning  that  a  great  deal  of  ornamentation  is 
desirable  in  catalogs,  booklets,  and  folders.     Some  color  si)e- 


8(1    CATALOGS,  BOOKLETS,  AND  FOLDERS   §18 

cialists  believe  in  placing  the  display  lines  in  a  bright  color  and 
the  body  matter  and  rule  in  the  dark  color. 

Such  color  combinations  as  red  and  green,  red  and  purple, 
.blue  and  green,  and  orange  and  green  are  extremely  hard  to 
handle  and  should  be  used  only  by  expert  color  printers.  It  is 
always  better  to  strive  for  harmony  than  for  glaring  contrasts. 
In  Art.  78  is  givc'n  a  suggestive  list  of  good  color  combinations. 

149.  Effect  of  Paper  on  Color. — The  principles  already 
set  forth  with  regard  to  color  combinations  for  covers  and  the 
effect  of  the  color  of  the  paper  on  the  color  of  the  ink  printed 
on  it  apply  also  to  color  combinations  on  inside  pages.  For 
instance,  if  an  India-tint  (light-buff)  paper  is  used,  a  warm- 
brown  or  a  dark-chocolate-brown  ink  will  be  very  appropriate 
for  the  body  matter.  A  two-color  effect  for  this  paper  would 
be  a  chocolate  brown  for  the  body  matter  and  headings  and  a 
light  buff,  orange,  or  crimson  for  the  rules,  provided  rules 
are  used. 

150.  Timeliness  of  Color. — At  various  seasons  of  the 
year  and  under  special  conditions,  there  are  certain  colors  that 
are  particularly  appropriate.  For  example,  either  violet  or 
purple  would  be  particularly  appropriate  for  printing  a  booklet 
describing  an  Easter  hat,  as  these  colors  are  typical  of  Easter- 
tide. For  Christmas  printed  matter,  red  and  green  are  appro- 
priate, but  in  this  case,  as  in  others,  great  care  should  be  taken 
to  see  that  the  proper  shades  are  used,  so  as  to  avoid  harsh, 
loud  effects  that  would  be  contrary  to  the  effects  desired. 
Fig.  40  shows  an  example  of  a  green-tint  border  used  in  a 
booklet  describing  the  fishing  places  along  the  line  of  one  of 
ithe  Western  railroads.  The  green  color  in  this  case  is  typical 
of  nature  and  the  scenes  surrounding  the  lakes  and  rivers  that 
the  book  describes  and  is  therefore  very  appropriate. 

151.  Tints     as     Backgrounds     for     Illustrations. 

Where  the  cost  of  a  catalog,  a  booklet,  or  a  folder  will  permit 
the  use  of  two  colors  for  the  illustrations,  very  artistic  results 
can  be  obtained  by  printing  the  illustrations  in  blue-black, 
green-black,  photo  brown,  or  one  of  the  various  double-tone 
inks,  and  using  a  background  of  a  light  tint  of  the  same  or 


§  IS      CATALOGS,  BOOKLETS,  AND  FOLDERS         87 

sonic  Ijarmonious  color.  For  instance,  if  the  illustration 
is  to  be  printed  in  green-black  and  consists  of  a  square  por- 
trait, a  very  pale  green  or  a  buff  tint  may  be  used,  (1)  as  a 
background  for  the  high  lights,  so  that  the  tint  may  show 
through  and  give  a  two-color  effect  in  the  illustration,  different 
from  the  color  of  the  paper;  (2)  as  a  solid  background,  allow- 
ing not  only  the  high  lights  but  the  medium  tones  also  to  show 
through  in  the  tint  color;  and  (3)  as  a  solid  border  around  the 
outside  edge  of  the  illustration  from  -I  to  1  inch  in  width, 
printed  in  a  very  light  tone  of  green  or  buff. 

Very  artistic  effects  can  sometimes  be  obtained  by  using 
tints  and  colors  under  half-tones.  For  instance,  a  foundry 
concern  issued  a  catalog  in  which  a  half-tone  cut  of  their  works 
in  full  operation  at  night  showed  the  red  glare  from  the 
windows  and  from  the  top  of  the  furnace  stacks.  This  effect 
was  produced  by  printing  a  bright-red  tint  background  under 
a  black  half-tone  and  allowing  this  tint  to  show  through  only 
at  the  places  desired,  such  as  windows,  tops  of  smokestacks, 
furnace  doors,  etc.,  and  then  cutting  out  the  balance  of  the 
red  plate  so  as  to  make  these  particular  spots  appear  more 
realistic. 

152.  Color  in  Initials. — Where  the  border  only  is 
printed  in  color  and  the  color  used  is  a  light  tint,  two-color 
initials  may  be  very  effectively  employed  to  add  distinction  to 
the  pages.  Such  initials  may  be  made  effective  by  printing 
the  solid-letter  portion  of  the  initial  in  the  light  color  used  on 
the  border  and  the  ornamental  portions  of  the  initial  in  the  dark 
color  of  the  body  type,  as  in  the  example  shown  in  Fig.  54. 


MISCELLANEOUS    POINTS 

153.  If  a  very  large  edition  of  a  large  catalog  is  to  be 
printed,  the  paper  manufacturers  will  make  paper  to  order  in 
special  sizes;  orders  of  1,000  pounds  or  more  can  usually  be 
had  in  any  special  size  wanted.  A  very  slight  inorease  in  the 
weight  of  paper  will  sometimes  make  a  difference  of  1  or 
2  cents  in  the  mailing  expense  of  a  catalog.     This  being  the 

I  L  T  102C— 13 


SS         CATAT.OGS.  P.OOKT.ETS.  AND  FOT.DERS       ij  IS 

case,  where  large  editions  are  to  be  mailed,  it  pays  to  be  very 
careful  in  the  selection  of  paper  to  see  if  a  light  paper  is  not 
available  that  will  answer  all  purposes  and  that  will  save  a 
cent  or  two  in  postage  on  each  copy  of  the  catalog.  In  con- 
nection with  this,  it  is  well  to  remember  that  paper  does  not 
run  absolutely  uniform  in  weight.  One  ream  may  be  a  trifle 
heavier  than  another  in  spite  of  the  manufacturers'  eff'ort  to 
have  the  weight  just  right.  Therefore,  it  is  never  wise  to  plan 
a  catalog  to  run  exactly  to  the  limit  that  can  be  mailed  for 
a  certain  amount  of  postage;  it  is  best  to  have  a  slight  margin. 

154.  It  is  best  not  to  print  from  the  originals  of  fine  plates, 
but  to  make  electrotypes  and  use  these  electrotypes  for  print- 
ing. Then  when  the  electrotypes  are  worn,  new  ones  can  be 
easily  made  from  the  original  plate  at  much  less  cost  than  new 
originals  could  be  made.  Furthermore,  accidents  are  likely  to 
happen  to  printing  plates.  If  an  electrotype  is  injured,  it  is 
not  such  a  serious  matter,  as  a  new  plate  can  be  quickly  made 
from  the  original  engraving,  but  the  injury  of  a  fine  original 
plate  may  mean  nwch  delay  and  ex])ense.  Of  course,  if  there 
are  just  a  few  illustrations,  the  edition  is  a  small  one,  and  it  is 
desirable  to  get  the  finest  effects,  the  original  cuts  may  be  used. 

155.  If  a  large  edition  of  a  catalog  or  a  booklet  is  to  be 
printed,  or  if  it  seems  likely  that  later  editions  will  be  printed 
without  any  material  changes,  it  is  best  to  have  electrotypes 
made  of  all  the  pages.  In  this  way,  the  cost  of  composition 
will  be  saved  when  these  later  editions  are  printed. 

Where  an  edition  of  several  hundred  thousand  copies  of  a 
catalog  or  a  booklet  is  to  be  printed,  it  is  best  to  have  duplicate 
plates.  As  a  general  rule,  not  more  than  one  hundred  thousand 
first-class  copies  can  be  printed  from  one  set  of  plates. 

Time  and  the  cost  of  presswork  can  often  be  reduced  by 
having  duplicate  plates  and  running  two  or  more  sets  of  pages 
on  one  large  press.  Although  the  time  of  the  larger  press 
would  be  worth  more  than  that  of  the  small  one,  the  saving 
in  the  cost  of.  presswork  would  amount  to  considerable.  J'he 
printer  should  always  be  consulted  about  these  matters. 


CATALOGS,  BOOKLETS.  AND 
FOLDERS 

(PART  2) 


PLANNING,  WRITING,  AND   ARRANGING 
OF  31 A  ITER 


GENERAL  PLAN   OF  CATALOGS  AND   BOOKLETS 

1.  Arrangement. — With  the  more  pretentious  catalogs 
and  booklets,  it  is  better  to  lay  out  a  general  plan,  which  can 
be  varied,  of  course,  if  changes  seem  advisable  after  the  copy 
has  been  written  and  the  illustrations  prepared.  Suppose,  for 
instance,  that  it  is  decided  to  prepare  a  32-page  catalog.  The 
first  of  the  inside  pages  might  be  assigned  for  a  title  page,  the 
second  page  for  the  copyright  notice,  the  third  for  the  index, 
the  fourth  for  a  fine  full-page  half-tone  of  the  factory  of  the 
manufacturer,  and  the  fifth,  sixth,  and  seventh  pages  for  a 
strong  article  on  the  methods  of  manufacturing,  the  excellence 
of  the  product,  the  indispensable  character  of  the  product,  or 
some  other  appropriate  matter.  Another  good  illustration 
could  be  run  on  the  eighth  page.  Eighteen  pages  might  be 
assigned  for  descriptions  and  illustrations  of  the  products,  the 
five  pages  following  filled  with  testimonials  of  users,  and  the 
last'  page  made  a  "how-to-order"  page,  including  perhaps  a 
guarantee  clause,  etc. 

In  catalogs  of  the  kind  just  described,  the  first  inside  page 
is  usually  made  a  title  page  with  very  little  matter  on  it,  as 
shown  in  Fig.  1.     Sometimes  pages  1  and  2  are  left  blank  and 

COPYRIGHTED     BY     iNTER  N  AT  ION  AU     TEXTBOOK     COMPANY.        ALL     RIGHTS     RESERVED 

§10 


CATALOGS,  BOOKLETS,  AND  FOLDERS       §  19 


page  3 — the  second  right-hand  page — becomes  the  title  page. 
Again,  the  book  may  begin  with  a  "foreword,"  a  brief  history 
of  the  business,  or  an  introductory  talk  about  the  product  (see 


CADILILAC 
MOTOR  GAM  COMPANY 

THE  LAROEST  PRODUCER  OF  HIGH  ORAOE  MOTOR  CARS  IN  THE  WORLD 

DETROIT,  MICHIGAN.  U.  S.  A. 


Fig.  1 


Fig.  2)  on  the  first,  second,  and  third  pages,  dispensing 
entirely  with  the  formal  title  page.  Occasionally,  in  his  desire 
to  get  a  great  deal  of  matter  in  a  few  pages,  the  writer  plunges 


—Quality" 


Our  Standard 
Pure-Fresh-Warm- Air' ' 


IN  PRESENTING  tliis  catalogue  \vc  take  tlic  opportunity  of  assuring  our 
many  friends  that  we  have  spared  no  effort  to  maintain  tJiat  high  stan- 
dard of  excellence  upon  which  the  reputation  of  our  goods  for  economy, 
durability  and  efficiency,  has  been  so  firmly  established. 

We  invite  your  careful  inspection  of  the  following  pages,  illustrating  ©ur 
line  of  Warm  Air  Furnaces,  feeling  confident  that  their  manj'  distinctive  advan- 
tages, both  in  design  and  construction,  will  be  readily  apparent  to  you. 

We  have  been  manufacturers  of  high-grade  heating  apparatus  for  over 
sixty  years,  during  which  time  we  have  had  a  wide  experience  and  gained  an 
extensive  knowledge  of  what  should,  in  every  respect,  constitute  a  thoroughly 
efficient  furnace.  The  line  of  Warm  Air  Furnaces  which  we  now  offer  is  the  re- 
sult of  careful  study  and  exliaustive  experiments. 

The  growth  of  the  Thatcher  Furnace  Co.  has  been  phenomenal — starting 
with  a  small  foundry  manufacturing  only  a  few  furnaces.  The  popularity  of 
our  line  has  increased  to  such  an  extent  that,  in  order  to  meet  this  demand,  we 
have  been  obliged  to  steadily  increase  the  capacity  of  our  Newark  foundry 
and  some  years  ago  we  found  it  necessary  to  erect  a  second  foundry. 

These  two  foundries  equipped  with  the  latest  improved  machinery  spec- 
ially adapted  to  the  manufacture  of  furnaces,  now  enables  us  to  construct 
thousands  of  heaters  of  the  same  high  standard  of  quality  which  first  gained 
for  us  our  reputation  and  success. 

We  make  the  best  furnaces  that  can  be  made — we  sell  them  at  a  reasonable 
price — we  guarantee  them  to  the  utmost  limit — and  those  who  desire  the  best 
cannot  but  be  impressed  by  our  straightforward  claims  and  the  record  of  the 
sixty-three  years  through  which  "  Thatcher"  quality  has  stood  the  test. 

THATCHER  FURNACE  CO, 


Fig.  2 


4  CATALOGS,  BOOKLETS,  AND  FOLDERS       §19 

into  the  subject  on  the  page  usually  set  aside  for  the  title  page 
(see  Fig.  3).  When  space  is  at  a  premium,  even  the  inside 
pages  of  the  cover  are  used  for  some  feature  of  the  copy  that 
can  be  separated  well  from  the  main  body  of  the  catalog. 

2.  Not  only  should  the  work  be  laid  out  in  detail  as  to 
cover,  title  page,  and  introductory  page,  if  any,  but  also  as 
to  illustrations,  text,  testimonials,  index,  etc.,  for  obviously 
the  amount  of  straight  text  to  be  written  depends  on  the  size 
of  the  illustrations  and  the  space  that  other  features  will 
take  up. 

Having  decided  on  the  size  and  number  of  pages  of  the 
catalog  or  the  booklet,  the  style  of  cover  and  cover  design, 
the  inside  paper  and  type,  and  other  preliminary  matters,  it  is 
best  to  estimate  how  many  pages  will  be  required  for  certain 
parts  of  the  circular,  how  many  for  others,  etc.,  so  that  just 
the  right  amount  of  copy  may  be  written.  With  some  classes 
of  printed  matter,  it  is  well  enough  to  write  the  copy  first  and 
then  cut  down  or  add  to  the  matter,  so  as  to  get  just  the  right 
amount  f(jr  16,  32,  or  more  pages,  as  the  case  may  be.  In 
printed  matter  where  it  is  extremely  difficult  in  advance  to 
give  a  head  to  each  page  of  the  dummy,  or  heads  to  certain 
pages,  and  to  keep  the  matter  strictly  within  the  limits  assigned, 
the  better  plan  sometimes  is  to  adopt  a  running-head  style,  as 
in  Fig.  4.  Then,  if  a  description  cannot  be  made  to  end  on 
one  page,  it  may  be  run  over  to  another.  Where  cuts  are 
used,  proofs  of  all  the  cuts  may  be  pasted  in  the  best  possible 
arrangement  on  the  various  pages,  and  then  the  spaces  left  for 
body  matter  calculated  carefully  so  that  the  right  amount  of 
copy  may  be  written  for  each  space. 

3.  Estimating:  the  Amount  of  Copy  Required. — In 

Fig.  5  is  shown  page  2  of  the  same  catalog  of  which  the  page 
shown  in  Fig.  1  is  the  title  page.  Before  writing  this  page,  the 
writer  had  decided  on  the  style  of  the  book,  had  laid  out  the 
j(jb  in  (lummy  form,  and  had  estimated  about  how  many  words 
of  matter  a  page  would  hold  after  space  had  been  allowed  for 
the  necessary  engravings.  When  any  special  or  unusual  type 
face  is  to  be  used,  the  best  way  to  estimate  the  number  of 


The  mere  statement  that  the  Cliev- 
rolct  Motor  Company  would  begin 
the  makingof  a  new  model  is  interest- 
ing news  in  itself;  but  the  an- 
nouncement of  a  Chevrolet  valve-in- 
head  eight  will  prove  of  extraordinary 
interest  to  motor  car  enthusiasts 
everywhere,  who  have  been  watching 
the  growth  of  the  eight  cylinder 
movement  in  this  country. 

The  Chevrolet  valve-in-head  eight 
is  not  merely  another  eight  cylinder 
model.  There  is  just  as  much  dis- 
tinction and  intensified  efficiency  in 
this  new  car  as  possessed  by  the 
Chevrolet  four  cylinder  types. 

The  new  eight  is  as  outstanding  in 
comparison  with  other  eights  on  the 
market  as  are  the  four  cylinder 
Chevrolet  models. 

The  Chevrolet  eight  has  not  only 
the  best  features  to  be  found  in  other 
eights,  but  in  addition  has  many  ex- 
clusive points  of  distinction.     And 


hence,  from  the  very  beginning,  the 
Chevrolet  eight  will  be  able  to  take 
an  important  position  among  leaders 
of  eight  cylinder  cars. 

The  Chevrolet  eight  will  appeal  to 
a  class  wishing  to  enjoy  the  charms 
of  driving  an  automobile  in  which 
the  motor  does  not  lapse  in  its  power 
impulses,  but  furnishes  a  driving 
force  as  constant  as  the  flow  of 
Niagara. 

You  may  rest  assured  that  we  satis- 
fied ourselves  as  to  the  merits  of  the 
eight  before  announcing  it. 

In  strenuous  tests  over  every  con- 
ceivable road,  the  car  proved  that 
it  has  the  necessary  stamina  for  any 
road  condition. 

Never  did  the  machine  hesitate. 

Never  for  a  minute  did  the  power 
wane. 

On  all  trips  the  mechanism  re- 
sponded readily.  For  thousands  of 
miles  in  sand  and  clay,  rain  and  mud. 


^^r-^--^^-- 


M^ 


308     §19 


Fig.  3 


The  Telegraph  Gets  Results 


♦— 


Telegraphic 
replies  to  in- 
quiries get 
the  business 
before  your 
competitors 
are  heard 
from 


On  Sept.  1 4th  we  sent  through  your  office  nine 
Night  Letters  to  prospective  purchasers  of  our  goods 
from  whom  we  had  received  inquiries  I  am  pleased 
to  advise  that  out  of  nine  prospects,  we  received 
favorable  returns  from  eight .  and  I  wish  to  express 
my  satisfaction  with  the  service  rendered 

"It  is  our  intention  to  use  this  service  from  time 
to  time,  for  we  feel  confident  it  is  one  of  the  best 
ways  of  presenting  ourselves  to  the  trade  to  secure 
the  quickest  and  best  result." 

HART  &  GROUSE  CO 
Washington,  D  C  By  Eastern  Sales  Manager 


Opportunities 
of  this  sort 
occur 
frequently 


On  the  occasion  of  a  County  School  Teach- 
ers' Convention,  held  at  Jackson,  Miss  ,  the 
S.  J.  Johnson  Co.  sent  a  telegram  to  each  of 
the  178  teachers  in  attendance,  announcing 
a  special  Ladies'  Ready-to-wear  Sale,  and  in- 
viting them  to  their  store.  The  telegram  also 
called  attention  to  the  store's  advertisement 
in  the  daily  papers,  and  solicited  the  mail- 
order business  of  the  visitors  after  their  re- 
turn home.  The  following  is  taken  from  a 
letter  from  the  Johnson  Co. 

"We  have  never  had  such  prompt  results  from 
any  form  of  advertising.  We  know  that  at  least 
50%  of  the  teachers  that  received  one  of  our  mes- 
sages visited  our  store  that  day,  for  they  mentioned 
the  fact  that  they  had  received  the  telegram.  No 
doubt  even  a  greater  percentage  came  Since  that 
and  find  that  we  have  received  orders  from  over  half 


Fig.  4 


6  CATALOGS,  BOOKLETS,  AND  FOLDERS      §  11) 

words  required  is  to  get  some  printed  matter  that  has  been  set  up 
in  the  type  desired,  measure  off  on  it  the  size  of  the  page,  and 
make  a  count  of  the  words ;  or  count  half  a  dozen  Hues  and 
get  an  average. 

It  is  a  good  plan  to  know  how  to  estimate  the  amount  of  copy 
if  you  cannot  procure  a  page  of  matter  set  in  the  right  size 
and  style  of  type.  In  such  a  case  the  average  number  of  words 
can  be  taken  on  a  page  of  Old-Style  Roman  and  a  larger  or 
smaller  amount  of  reading  matter  allowed  for  the  page  to  be 
set  in  the  special  type  according  to  whether  that  type  is  more 
extended  or  more  condensed  than  Old-Style  Roman.  In  the 
case  of  Cheltenham,  a  rather  condensed  type,  about  20  per 
cent,  more  reading  matter  should  be  allowed  than  would  be 
necessary  for  the  Old-Style-Roman  page. 

Of  course,  no  writer  can  prepare  his  copy  so  that  it  will 
always  fill  the  assigned  space  exactly,  but  after  a  little  experi- 
ence he  will  be  able  to  come  within  a  few  lines  of  the  right 
amount  on  most  pages  and  strike  it  just  right  on  many.  \Mien 
he  gets  the  first  proof  of  the  set  copy,  he  can  cut  out  a  line  or 
so  somewhere  if  the  matter  overruns  the  alloted  space;  or,  if 
it  runs  short  and  no  more  matter  can  be  added  without  making 
the  language  seem  "padded,"  perhaps  an  extra  subhead  can  be 
inserted  between  the  two  paragraphs  to  take  up  tlie  shortage, 
provided  the  pages  are  set  in  a  style  in  which  subheads  are 
placed  between  paragraphs. 

4.  Failure  to  follow  some  such  system  as  that  which  has 
just  been  outlined  will  result  in  too  much  or  too  little  matter 
being  prepared  for  certain  parts  of  a  catalog,  and  this  will  mean 
extra  labor,  time,  and  expense.  In  Fig.  5,  for  instance,  if  the 
writer  had  written  50  words  more,  the  matter  could  not  possi- 
bly have  been  used  on  this  page,  and,  as  the  following  page 
was  devoted  to  a  different  branch  of  the  subject,  none  of  it 
could  have  been  carried  over.  The  writer  would  have  had  to 
"kill"  50  words  somewhere. 

It  often  happens  that  the  treatment  of  one  subject  will  cover 
a  number  of  pages,  but  the  number  of  pages  that  will  be 
devoted  to  a  subject  should  be  determined  in  advance  and  the 


Battery  and  tool  compartments  are  neatly  con- 
cealed beneatli  the  dust  shield,  alongside  the  running 
boards— but  immediately  accessible.  The  simplicity 
of  the  windshields  is  most  pleasinR.  No  unsightly 
slay-rods  are  required  to  hold  them  in  position. 
They  are  all    of  the  clear  vision,  ventilating  type. 

A  rim-lock  tire  carrier  with  capacity  for  two  spare 
tires  Is  located  at  the  rear.  You  enter  the  car  and 
alight  from  it  through   doors  of  liberal  dimensions. 

Door  handles  are  easy  of  action  and  so  designed 
that  they  are  not  apt  to  catch  the  clothing. ' 


'  The  tcide  ionnrau  doon.  the  auTiliarv  ''at*  ncaOv . 
'  conftalfft.  and  the  electric  Ho/it  wAic/i 

Uluniijiafes  the  entrance 

Entrance  to  the  driver's  seat  Is  facilitated  by  the 
hinged  steering  wheel  which  swings  downward,  but 
is  held  securely  when  driving. 

As  you  enter  the  car  you  are  impressed  with  the 
'roominess  of  the  interior  arrangement.  The  simple 
luxury  of  the  appointments  is  inviting. 

Cadillac  upholstery  is  truly  a  revelation.  It 
.represents  the  most  advanced  developments  in 
.thorough  comfort-giving  qualities.  The  covering 
material  is  plaited  over  specially. designed  deep  coil 
springs.  Extreme  inequalities  of  the  road  are  reduced 
,in  their  effects  to  the  lowest  minimum,  while  minor 
'inequalities  arc  lost  in  its  soft  resilience.  The  entire 
'construction  is  conducive  to  the  very  acme  of  seat- 
ing luxury. 

,  The  seats  of  open  cars  are  luxuriously  upholstered 
in  selected  full  hides  of  hand-buffed  black  leather. 

Enclosed  cars  are  upholstered  In  first  quality 
selected  fabrics,  furnished  in  a  variety  of  patterns. 
Auxiliary  seats — in  cars  so  equipped — fold  snugly 
into  compartments,  out  of  the  way  when  not  in  ser- 
vice. This  feature  is  in  marked  contrast  with  the 
cumbersome  type  which  fold  against  the  tonneau 
sides  and  interfere  with  passengers'  comfort  and 
convenience. 


There  are  pockets  in  the  doors  to  care  for  parcels. 

In  every  detail  there  is  striking  evidence  of  the 
care  and  forethought  to  provide  every  comfort,  con- 
venience and  facility  which  the  most  exacting  could 
demand. 

And.  as  you  relax  and  rest  from  the  strain  and 
fatigue  which  motoring  may  heretofore  have  imposed, 
you  appreciate  more  and  more  the  delight  and  inex- 
pressible charm  of  owning  and  driving  a  Cadillac. 

The  €adi]Qac  Clientele 

THE  Cadillac  lias  always  been  regarded  as  a  car" 
apart — a  car  in  a  class  by  itself.  Today  it  is  ii^ 
a  World  of  its  own. 

Each  year  sees  the  Cadillac  become  more  and  more' 
the  car  which  Is  bought,  not  because  its  price  is  what 
it  is,  but  because  of  what  the  car  itself  b — and 
because  of  what  it  does. 

It  is  the  choice  of  the  buyer  who  can  easily  afford 
any  car,  no  matter  what  its  price,  but  who  recognizes 
the  advantages  of  Cadillac  ownership  and  who 
realizes  that  he  cannot  obtain  the  same  advantages 
in  any  other  car,  no  matter  what  price  he  pays. 

It  is  likewise  the  choice  of  the  buyer  who  would 
prefer  to  pay  less  for  a  car  but  who  also  realizes  that 
only  in  a  Cadillac  is  It  possible  to  obtain  the  adj^ 
vantages^  which  the  Cadillac  affords. "' 


There  i»  copadivJor 


Fig.  5 


8  CATALOGS,  BOOKLETS,  AND  FOLDERS      §  19 

writer  should  endeavor  to  prepare  just  the  required  amount 
^f  matter.  Where  there  is  some  doubt  as  to  how  an  article 
intended  to  cover  several  pages  will  run  out,  it  is  a  good  idea 
to  furnish  with  the  copy  some  optional  paragraphs ;  that  is, 
paragraphs  that  may  be  used  if  they  are  required  to  fill  a  space 
or  may  be  left  out  if  they  arc  not  needed.  In  such  cases,  a 
memorandum  should  be  written  near  the  optional  matter, 
making  it  clear  to  the  printer  that  he  may  or  may  not  use  it, 
according  to  the  need. 

5.  Some  catalogs  and  booklets  are  prepared  on  the  loose 
plan  of  going  ahead  and  writing  as  much  matter  as  the  various 
subjects  seem  to  require,  and  having  it  set  without  estimating 
or  having  any  regard  as  to  how  many  pages  any  particular 
subject  may  re(|uire.  When  this  is  done  the  only  way  the  pages 
can  be  made  up  well  is  to  let  the  matter  run  along  in  a  plain 
style,  without  page  heads,  or  to  adopt  a  running-head  style. 
Even  then  there  is  danger  that  copy  written  up  for  a  48-page 
circular  will  make  52  pages,  which  will  necessitate  cither  kill- 
ing four  pages  of  the  composition  and  bringing  the  number 
back  to  48  pages,  or  supplying  more  matter  and  bringing  the 
number  up  to  56  pages,  a  nuiltiple  of  8.  Besides,  the  running- 
head-title  style  is  not  suitable  where  it  is  desired  to  make 
certain  features  of  the  catalog  prominent. 

(y.  There  are  catalogs  sent  out  with  pages  partly  filled 
with  text  matter  and  partly  blank,  but  such  arrangements, 
unless  artistically  treated,  are  commonplace,  and  lack  the  pleas- 
ing symmetry  of  the  circular  with  pages  uniform  as  to  the 
amount  of  matter  on  them.  This  criticism  does  not  apply  to 
pages  containing  special  display  features ;  these  are  not  always 
expected  to  be  uniform  with  other  pages.  A  final  page  of  a 
circular  with  a  little  blank  space  left  does  not  necessarily 
present  a  poor  appearance.  Sometimes,  it  is  better  to  leave  a 
half  page  blank  at  the  end  of  a  circular  than  to  put  in  matter 
that  is  obviously  of  a  padded  nature,  but,  as  a  rule,  blank  parts 
of  text  pages  in  the  other  parts  of  a  circular  should  be  avoided. 
\\'hen  blank  parts  do  occur  through  inability  to  estimate  the 
amount  of  matter  accurately,  and  enough  appropriate  matter 


Under  such  conditions,  a  plain  four 
circle  integrating  dial  as  used  on  most 
watthour  meters  may  be  employed,  this 
dial  giving  the  total  readings  in  ampere- 
hours  of  input  or  output  over  any  period 
from  the  preceding  reading. 

Totalizing  Duplex  Dial    A  type 

of  dial 
originally  developed  for  use  on  meters 
installed  with  batteries  on  head  end  rail- 
way train  lighting  equipment  is  the  du- 
plex type  shown  in  Fig.  21 .  This  dial  has 
two  sets  of  integrating  circles;  one  for 
total  charge  and  the  other  for  total  dis- 
charge, each  set  of  gears  having  a  de- 
tent arrangement  on  the  first  driving 
gear  so  that  only  one  set  of  circles  is 
registering  at  one  time.  This  type  of 
train  may  be  applied  with  a  meter  in 
circuit  where  the  reversals  of  current 

SAN6ANIO   eueCTRIC  CO. 


are  not  at  frequent  intervals;  that  is, 
where  there  are  long  periods  of  dis- 
charge succeeded'  by  complete  cycles 
of  charge,  but  cannot  be  employed  with 
meters  on  floating  batteries  or  in  other 
cases  where  there  are  short  cycles  of 
discharge  and  charge,  such  as  axle 
generator  service. 

Commercial    Applications    of 

Amperehour  Meters  I"  order 
to  oper- 
ate a  battery  efficiently  and  get  good 
service  from  it,  it  is  necessary  to  con- 
trol the  charge  and  discharge  as  ac- 
curately and  intelligently  as  possible. 
With  the  lead  battery  the  state  of 
charge  may  be  accurately  determined 
by  measuring  the  specific  gravity  of 
the  electrolyte.  There  is  also  a  change 
in  voltage  with  the  state  of  charge  that 
indicates  when  the  battery  is  fully 
charged  and  also  when  it  is  fully  dis- 
charged. However,  the  voltmeter 
method  of  determining  the  state  of 
charge  of  a  battery  is  not  reliable  since 
the  voltage  depends  upon  a  number 
of  variable  factors.  The  ordmary  user  of 
a  battery  is  unable  to  use  a  voltmeter 
with  any  degree'  of  assurance. 


Fig.  6 


10         CATALOGS,  BOOKLETS,  AND  FOLDERS      §  19 

cannot  be  written  to  fill  them,  sometimes  an  illustration  or  a 
trade-mark  can  be  inserted. 

7.  Estimating-    Copy    for    Illustrated    Pages, — The 

size  of  the  cuts  should  be  decided  on  first  in  order  to  learn 
approximately  how  much  space  they  will  take  up  and  how 
much  room  will  be  left  for  text,  because  printers  will  charge 
extra  if  they  must  set  additional  matter  after  the  first  proof 
is  submitted.  However,  it  is  usually  necessary  to  cut  out  or 
add  a  line  or  two  on  some  pages  of  a  first  proof,  no  matter 
how  careful  the  writer  may  be.  It  will  simplify  the  work  for 
both  the  writer  and  the  printer  if  the  exact  shape  and  size  of 
the  cut  is  drawn  on  the  page  of  the  dummy  on  which  the  cut 
is  to  be  used.  If  the  cut  is  not  rectangular,  but  is  of  irregular 
shape,  it  is  advisable  to  show  the  irregular  shape.  This  can 
be  done  easily  by  placing  the  cut  on  the  page  in  its  proper 
position  and  drawing  a  line  around  it. 

8.  Handling-  of  Illustrated  Features. — It  is  in  illus- 
trated catalogs,  booklets,  and  folders  that  the  writer  will  have 
opportunity  to  use  his  best  judgment  about  good  effects  in 
printing.  Fig.  6  shows  a  difficult  problem.  The  balancing  of 
both  a  light  line  cut  and  a  half-tone  with  its  heavier  weight 
of  color  along  with  the  copy  is  something  that  requires  con- 
siderable practice  in  planning.  This  problem  comes  up  often 
in  catalogs  that  are  highly  technical,  where  both  the  machine 
and  a  diagram  of  its  workings  require  a  showing  on  the  same 
page.  Fig.  6  would  have  been  improved  if  the  half-tone  had 
been  reduced  in  size  a  little  and  surrounded  with  more  white 
space. 

LAYING  OUT  THE  JOB 


M.\KIKG    IP    A    Dl  -MMV 

9.  The  ability  to  lay  out  a  dummy  neatly  will  often  make 
it  possible  for  the  advertisement  writer  to  get  an  order  that  he 
would  otherwise  lose.  If  he  will  use  a  dummy  showing  the 
cover  stock  and  inside  paper,  and  then  paste  in  clipped  illus- 
trations of  a  character  something  like  those  to  be  prepared, 


§1!)      CATALOGS,  BOOKLETS,  AND  FOLDERS         U 

letter  in  the  headings  of  the  various  sections  of  text,  and  draw 
the  borders  in  the  colors  that  will  be  used  in  printing,  the  adver- 
tiser can  form  a  good  idea  of  how  attractive  the  finished  work 
will  be. 

If  the  writer  goes  to  the  printer  first,  the  printer  can  have 
dummies  (blank  paper  bound  in  style  of  the  finished  book) 
made  up  of  one  or  more  qualities  of  paper  and  cover  and  in  a 
size  that  will  cut  without  undue  waste.  The  printer  can  also 
lay  out  a  page  showing  the  best  effect  that  he  can  produce. 
An  experienced  writer  may  have  the  best  ideas  and  may  be 
able  to  suggest  a  better  style  of  page,  type,  cover,  and  inside 
paper  than  can  a  printer  without  a  good  knowledge  of  the  kind 
of  work  wanted,  but  it  is  always  best  to  give  the  printer  a  chance 
to  recommend  and  make  up  a  dummy  of  the  paper  that  is 
readily  available.  The  dummies  that  the  printers  make  up  are 
very  convenient  for  planning  copy  and  for  showing  the  adver- 
tiser the  style  contemplated.  Where  printers  receive  work 
regularly  from  an  advertisement  writer,  they  are  willing  to 
keep  him  supplied  with  dummies,  free  of  charge. 

10.  Outfit  for  Preparing  Dummies. — It  is  an  excel- 
lent idea  for  the  advertisement  writer  to  have  a  box  of  water 
colors,  bottles  of  red  ink  and  black  India  ink,  and  a  few  brushes 
to  assist  him  in  getting  up  color  effects.  He  should  take  care 
of  all  the  pieces  of  attractive  cover  and  other  papers  that  he 
gets.  A  great  many  covers  of  catalogs  are  printed  on  one  side 
only,  and  by  reversing  such  covers  they  can  be  used  in  making 
up  dummies  for  advertisers.  It  is  also  an  admirable  plan  to 
keep  a  scrap  book  in  which  to  paste  pieces  of  printed  matter 
that  show  good  color  combinations,  typographical  styles,  etc. ; 
such  a  book  will  prove  a  valuable  guide  and  will  perhaps  save 
much  costly  experimenting.  The  sample  books  that  paper  con- 
cerns send  out  afford  many  fine  examples  of  good  color  effects. 


MAKING    PAGE    LAYOUTS 

11.  In  order  that  the  writer  may  make  his  ideas  clear  to 
the  printer,  he  should  perfect  himself  in  the  making  of  lay- 
outs,  for  by  means  of  these  he  can  determine  very  closely 


IL'         CATALOGS,  BOOKLETS,  AND  FOLDERS      §19 

what  the  finished  work  will  look  like  and  also  insure  securing 
the  reproduction  of  his  ideas  in  type.  Great  care  should  be 
exercised  in  the  preparation  of  layouts,  as  a  very  slight  mis- 
take, such  as  writing  the  size  of  the  body  type  wrong,  might 
necessitate  the  resetting  of  the  whole  job. 

Before  making  a  layout,  it  is  necessary  to  determine  the  size 
of  both  the  cover  and  the  inside  pages.  If  a  dummy  has  been 
made,  these  details  will  have  been  fixed. 

Sometimes  it  is  advisable  to  have  the  cover  lap  the  inside 
pages  J  inch  or  more ;  this  style  is  widely  used  for  high-grade 
booklets.  This  is  a  little  more  costly  than  when  same  dimen- 
sions are  used. 

12.  Layout  for  a  Catalog. — The  various  steps  in 
making  a  layout  will  be  made  clear  by  illustrating  the  plan  of 
a  layout  for  a  5^"X7",  16-page  catalog  advertising  carpets 
and  rugs,  the  cover  of  which  is  to  be  printed  from  type  on 
anti(|ue  cover  stock,  in  bright-brown  and  green-black  inks, 
whik'  the  inside  pages  are  to  be  white  antique  book  stock, 
])rinted  in  the  same  colors  as  the  cover. 

13.  Cover. — The  first  step  is  to  lay  out  the  cover  design 
carefully  on  a  layout  sheet  cut  to  the  proper  size  and  then 
paste  this  on  the  dummy,  taking  care  to  allow  generous 
margins.  In  Fig.  7  is  shown  a  layout  that  could  be  used  for 
the  cover  of  this  catalog.  This  production  is  only  half  as 
wide  and  half  as  high  as  the  original,  and  the  outside  lines  are 
merely  to  show  the  size  of  the  page.  Note  the  simplicity  of 
the  design  and  the  fact  that  only  the  name  of  the  article  is  in 
color.  Another  good  color  scheme  for  the  design  would  be 
to  put  only  the  rules  or  the  ornament  in  color,  with  the  remain- 
der— that  is,  the  type  lines — in  the  green-black.  Note  that  in 
Fig.  7  the  design  occupies  only  a  small  portion  of  the  page. 

14.  Title  Page. — In  Fig.  8  is  shown  a  layout  for  a  title 
page  of  this  same  catalog.  Note  the  simplicity  of  design,  the 
generous  use  of  white  space,  and  that  the  setting  is  entirely 
in  upper  and  lower  case.  Fig.  8  is  only  half  the  length  and 
width  of  the  original  layout.     The  outside  lines  ari'  nuMfly  to 


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Carpets  and  Rugs 


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308    §  19 


Fig.  9 


§10      CATALOGS,  BOOKLETS.  AND  FOLDERS         l:^ 

show  the  boundaries  of  the  page.     The  same  is  also  true  of 
Figs.  9,  10,  11,  and  12. 

15.  Body  Pag-es. — In  Fig.  9  is  shown  the  layout  of  the 
first  page  of  body  matter  with  the  head  "sunk"  4  picas ;  that 
is,  placed  4  picas  lower  than  the  beginning  of  the  other  pages 
of  body  matter.  The  first  paragraph  is  started  with  an  orna- 
mental initial  in  two  colors,  the  letter  being  in  bright  brown 
and  the  ornamental  portions  in  green-black.  This  is  to  be 
page  3  of  the  catalog,  the  idea  being  to  leave  page  2  blank. 

Fig.  10  shows  the  layout  of  two  facing  pages  of  the  regular 
body  matter  of  the  catalog  properly  margined  and  laid  out  for 
the  printer.  As  the  booklet  is  to  be  printed  on  white  antique 
stock,  Old-Style  Roman  type  will  be  appropriate  for  the  body 
matter  and  Old-Style  Antique  for  the  headings  and  subhead- 
ings. To  make  the  body  pages  easy  to  read,  they  will  be  set 
21  picas  wide,  allowing  ample  margins  all  around,  and  espe- 
cially wide  margins  at  the  outside  and  bottom. 

It  will  be  seen  by  referring  to  Fig.  10  that  the  subheadings 
of  this  catalog  are  to  be  set  in  the  margins.  These  are  placed 
outside  the  first  line  of  the  paragraph  dealing  with  the  subject 
mentioned  in  the  subheading,  with  about  12  points  of  space 
between  the  side  of  the  body  matter  and  the  subheading.  The 
headings  are  to  be  squared  on  the  body-matter  side ;  that  is, 
on  the  left-hand  page,  the  subheading  will  be  flush  on  the 
right-hand  side  and  irregular  on  the  left-hand  side,  while  on 
the  right-hand  pages  the  subheading  will  be  squared  on  the 
left-hand  side  and  irregular  on  the  right-hand  side. 

All  text  pages  of  this  catalog  are  to  have  a  running  head  set 
in  8-point  caps.  This  head  is  to  be  centered  in  the  measure, 
and  underscored  by  a  light  rule,  as  shown  in  Fig.  10.  This 
style  gives  uniformity  to  pages  without  page  headings.  The 
layout  shows  the  method  of  marking  the  size  of  type  and 
measure,  and  will  be  easily  understood  by  the  printer. 

Figs.  11  and  12  show  how  the  cover  page  and  the  title  page 
of  this  catalog  job  look  when  set  up. 

16.  Remarks  on  Layouts. — These  layouts,  one  for  the 
cover,  one  for  the  title  page,  one  for  the  introductory  page, 


14         CATALOGS,  BOUKLICTS,  AND  FOLDKRS       §19 

and  one  showing  the  desired  arrangement  for  the  regular  body 
pages,  are  ordinarily  enough  to  convey  the  writer's  ideas  to 
the  printer.  Piut  if  some  special  arrangements  are  desired  for 
other  pages,  additional  layouts  should  be  made. 

If  the  laid-out  work  is  to  be  submitted  to  an  advertiser  for 
critical  inspection,  it  is  well  to  wait  until  he  has  passed  on  it 
before  writing  in  the  directions  about  type,  etc.  In  such  a 
case,  it  would  be  advisable  to  make  the  cover  layout  on  the 
cover  page  of  the  dummy,  so  that  the  advertiser  can  see  how 
the  colors  of  the  inks  harmonize  with  the  cover  stock.  The 
other  layouts  could  be  made  on  layout  sheets  first  and  then 
pasted  in  the  dunimy.  If  the  dummy  is  not  to  be  shown  to  any 
one  for  critical  inspection,  directions  about  type,  etc.  may  as 
well  be  written  on  the  sheets  at  once. 


FOLDERS 

17.  General  Plan. — The  general  plan  outlined  for  cata- 
logs and  booklets  applies  in  part  to  folders,  because  many 
folders  are  simply  brief  catalogs  or  booklets. 

For  instance :  a  folder  of  two,  four,  six,  or  eight  pages  may 
be  used  to  describe  one  or  two  articles  in  the  same  way  as  a 
catalog  would  be  used  to  describe  a  large  number  of  the  same 
kind  of  articles.  A  short  essay  of  a  few  pages  can  be  put  on 
a  folder  or  a  longer  essay  put  into  a  booklet  with  more  illus- 
trations and  perhaps  some  testimonials. 

The  first  thing  to  do  when  planning  a  folder  is  to  decide 
how,  when,  and  where  it  is  to  be  used. 

The  answers  to  these  three  questions  will  determine  the 
size,  how  many  colors  are  necessary,  and  whether  special 
illustrations,  special  shapes,  or  special  folds  can  be  used. 

18.  Size  of  Folders. — Package  folders  are  usually  of  a 
size  that  will  fit  the  package  either  flat  or  folded.  Folders  for 
use  with  correspondence  (known  as  inserts)  or  hand-out 
folders  for  distribution  by  dealers  are  made  in  multiples  of 
pages  which  are  3'i  in.X6  in.  in  size,  in  order  to  fit,  either  flat 
or  with  one  or  more  folds,  a  No.  6J  envelope. 


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§10      CATALOGS,  BOOKLETS,  AND  FOLDERS         15 

Eolders  that  sell  direct  by  mail  or  folders  sent  through  the 
mails  to  precede  or  follow  salesmen  are  made  to  a  size  that 
will  best  fit  the  subject  and  cut  without  waste  from  standard- 
size  papers  or  cardboards. 

19.  Small  mailing-  folders  often  have  a  post  card  as 
a  part  of  the  folder,  to  be  torn  off  and  returned  by  the  recipi- 
ent. In  that  case  it  is  necessary  that  the  folder  itself  be  made 
of  cardboard  that  has  at  least  the  thickness  of  the  regulation 
government  postal  card. 

Where  half-tones  are  used  it  is  imperative  that  the  card- 
board have  a  coated  surface. 

It  is  also  necessary  to  have  a  coated  cardboard  that  folds 
without  breaking. 

One  paper  that  meets  these  three  necessary  requirements  of 
the  stock  to  be  used  on  small  mailing  folders  is  specified  as  22^" 
X28^" — 160-pound  Folding  Translucent.  Instead  of  160 
pounds  to  the  ream,  this  stock  is  sometimes  known  as  3i-ply. 
It  is  made  in  white  and  many  colors.  Samples  can  be  obtained 
from  most  paper  dealers. 

As  the  size  of  the  full  sheet  is  22|  in.X28^  in.,  the  most 
widely  used  sizes  of  small  mailing  folders  are  5^  in.X14  in. 
and  7  in.Xll  in.  (which  cut  eight  out  of  a  full  sheet),  and 
8|  in.Xll  in.  and  7j  in.X14  in.  (which  cut  six  out  of  a  full 
sheet). 

Mailing  cards  that  are  not  intended  to  fold  should  be  on 
a  heavier  cardboard  either  of  a  coated  or  uncoated  surface, 
depending  on  the  kind  of  cuts  used. 

This  heavy  cardboard  is  known  as  Printers'  Blank,  and  is 
made  from  4-ply  up.  6-,  8-,  and  10-ply  are  the  thicknesses 
most  used. 

This  stock  can  be  had  uncoated,  coated  on  one  side,  or 
coated  on  both  sides.  Colors  in  heavy-weight  cardboard  are 
very  difficult  to  obtain,  and  when  obtained  are  not  very  satis- 
factory. It  is  better  to  use  white  stock  and  print  a  tint  block 
of  the  color  desired  on  the  white  stock.  Of  course,  on  large 
orders  the  paper  mills  will  make  the  stock  of  the  color  desired 
if  the  advertiser  can  wait  from  3  to  6  weeks  for  delivery. 

I  L  T  102C-14 


10         CATALOGS,  BOOKLETS,  AND  FOLDERS      §  19 

20.  Large  mailing-  folders  should  be  made  of  a  size 
that  cuts  to  good  advantage  from  standard  enameled  or  S.  & 
S.  C.  book  papers,  because  practically  all  of  these  folders  use 
half-tones  to  show  the  goods,  and  these  require  a  smooth 
surface. 

The  most  generally  used  sizes  are  19  in.X24  in.  (which  cuts 
two  out  of  a  sheet  25  in.X38  in.)  and  16  in.X22  in.  (which 
cuts  four  out  of  a  sheet  32  in.X44  in)..  Of  course  the  full 
25"X38"  sheet  can  also  be  used  if  the  space  is  desired  to  tell 
the  story  or  the  idea  behind  the  plan  is  to  suggest  bigness. 

21.  Extra  Colors. — To  get  attention,  mailing  folders 
should  ususally  be  in  two  colors  at  least,  one  dark  color  and 
one  bright  (or  light)  color.  Black  alone,  or  any  one  color,  is, 
as  a  rule,  too  commonplace  in  present-day  advertising.  Usually 
two  colors  are  sufficient,  except  where  a  good  showing  of  the 
product  or  article  requires  the  use  of  more. 

Fig.  13  shows  various  forms  and  designs  of  folders. 
Fig.  14  (a)  shows  an  attractive  folder  as  folded  to  mail; 
Fig.  14  (&)  shows  the  same  with  one  fold  open,  and  view  (c) 
shows  the  folder  entirely  unfolded.  The  size  of  this  folder 
was  8^  in.Xll  in.  when  flat. 

22.  Special  illustrations  should  be  used  wherever* 
possible  for  the  front  of  mailing  folders.  The  illustration 
should  be  in  keeping  with  and  reinforce  the  message  in  the 
headlines  on  the  front  of  the  folder. 

Stock  cuts,  which  illustrate  general  phrases,  and  are  sold  by 
concerns  that  make  a  specialty  of  preparing  them  for  small 
advertisers,  are  very  good  when  it  is  a  question  of  keeping 
down  the  expense. 

It  is  much  better,  however,  to  have  special  drawings  made. 
A  folder  has  more  character  when  the  headlines  are  not 
strained  to  meet  a  general  cut.  Compare  Fig.  13  (a)  with 
Fig.  14(a). 

Sometimes  it  is  better  not  to  use  any  picture  whatever  on 
the  outside  of  the  folder.  The  message  in  Fig.  13  (b)  would 
not  be  improved  by  the  use  of  either  a  special  cut  or  a  stock  cut. 


A  Saving  of  ^20^ 
on  Every  Barrel 
of  Shellac 


308    §  19 


(b) 


Fig.  13 


Every  Architect  Should  Have 

This  Book  of  Reference 

Sent  FREE  on  Application 


'c/:i^"rir<%vv 


(«) 


Some  Of  The  Things  That 
It  Contains 


Battfry  and  calile  SjiecifRations. 

Wiring  Diagrams  anrl  complete  dcsciiptlons  of 
iiitPrii)!'  trli'phorie  systems  for  factories,  public  build- 
ings, apartinonl  houses,  residences,  etc. 

A  complete  and  separate  boftk  of  wiring  specifications. 

Valuable  information  about  eiectric  reset  annunciators, 
pusli  button  and  other  electrical  specialties,  break-glass  lire 
alarm  stations,  etc. 


Not  Merely  A  Catalog  But  A  Book  Full  of 
Valuable  Dacta  and  Information 


In  this  new  Connecticut  Cataloc  No.  24. 


One  of 
Our  Regular 
Vestibule 
Telephone 
Sett 


just  off  the  press,  we  have  incorfwrated  a  large  amount  of 

Check  and  Mail  This  Post  Card 


.VnJ  m- 
I  r-li-r.l.in 


308    §  19 


Fig.  14 


§10      CATALOGS,  BOOKLETS,  AND  FOLDERS         17 

23.  Special  Shapes. — Advertising  men  are  often  called 
upon  to  get  up  circulars  and  folders  in  odd  shapes.  The  adver- 
tiser will  want  something  the  shape  of  his  package  or  trade- 
mark, or  something  not  built  at  right  angles. 

Circles,  octagons,  diamonds,  ovals,  etc.  are  very  attractive, 
but  they  are  very  difficult  to  produce  even  by  the  best  of  print- 
ers, and  almost  impossible  to  secure  except  in  metropolitan 
papers. 

Some  advertisers  have  used  round  booklets  and  folders 
printed  by  high-grade  printers,  with  the  result  that  only  a  very 
few  copies  were  really  properly  cut  out. 

Fig.  13  (c)  shows  a  mailing  card  cut  to  the  shape  of  the 
product.  This  card  was  produced  in  New  York  City,  where 
there  are  several  companies  that  make  a  specialty  of  making 
any  kind  of  die  for  cutting  out  such  work.  This  die  is  made 
from  brass,  molded  to  the  proper  shape  and  then  sharpened 
on  the  edges. 

Steel  rule  is  sometimes  curved  and  cut  for  special  shapes 
by  the  printer  and  then  the  cards  are  cut  out  by  the  steel  rule 
design.  But  where  sharp  corners  are  desired  a  brass  die  must 
usually  be  made. 

In  the  original  of  Fig.  13  (d)  the  young  lady's  picture  is  a 
part  of  the  second  page,  and  an  opening  is  cut  in  the  first  page 
to  make  the  reader  more  curious  to  see  the  rest  of  the  picture, 
which  shows  the  young  lady  using  a  typewriter — the  product 
advertised. 

Such  square  designs  can  readily  be  produced  by  using  steel 
rules,  which  will  be  found  in  the  equipment  of  nearly  all 
printers. 

Any  irregular  design  should  not  be  planned  until  the  adver- 
tising man  has  taken  up  the  matter  with  either  his  local  printer 
or  some  printer  in  one  of  the  larger  cities,  and  is  sure  that  he 
can  obtain  the  die  for  cutting  the  design.  It  is  well,  too,  to 
consider  whether  the  cost  is  justified. 

When  planning  cut-out  designs  the  advertising  man  must 
make  the  size  smaller  than  the  size  which  cuts  to  advantage 
from  the  stock,  because  the  printer  must  have  room  beyond 
the  design  to  handle  the  cutting. 


IS         CATALOGS,  BOOKLETS.  AXD  FOLDERS       §10 

24.  Special  Folds.— Fii,^.  14  ((/)  and  (b)  and  Ing.  14  (r) 
show  a  mailing  folder  which  folds  so  that  the  name  which 
carries  the  entire  circular  is  sure  to  be  on  the  post  card  when  it 
is  returned.  Fig.  13  (a)  also  shows  this  same  idea  but  on  a 
smaller  folder. 

This  kind  of  fold  does  not  require  any  special  or  slower 
work  on  the  part  of  people  who  do  the  folding  or  the  printing. 

Fig.  13  (c)  shows  a  lock  fold  with  self-addressed  postal. 
This  flap  end  is  die  cut  with  steel  rule,  and  in  the  folding  the 
point  is  run  through  the  slot,  which  is  also  cut  with  steel  rule. 

This  style  fold  will  usually  hold  the  entire  folder  intact 
while  going  through  the  mails. 

Fig.  13  (/)  shows  another  method  of  folding.  It  is  the 
same  as  Fig?  14  (c)  with  the  exception  that  the  post  card  is 
separate  and  inserted  between  two  straight  slits  so  that  only 
the  name  and  address  on  the  post  card  show  on  the  front 
of  the  mail  piece.  As  the  cutting  is  straight  lines  with  steel 
rules,  it  can  be  done  by  almost  any  printer.  The  folds  shown 
in  Fig.  13  (c)  and  (/)  are  used  where  a  strong  appeal  is  made 
to  return  the  card. 


M.\.KIXG    FOLDIOR    I.AVOITS 

25.  The  methods  followed  for  laying  out  booklets  and 
catalogs  can  also  be  used  for  folders  to  be  used  in  packages, 
for  counter  distribution,  or  for  correspondence  inserts. 

Li  making  layouts  for  mailing  folders,  the  advertising  man 
must  be  careful  in  estimating  the  amount  of  copy  for  each 
section  of  the  folder,  because  the  size  and  position  of  the  dis- 
play lines  and  pictures  is  important  and  they  must  be  logically 
arranged  for  the  best  selling  force.  Also,  the  colors  nuist  be 
chosen  and  placed  with  the  idea  of  strength  as  well  as  good 
taste. 

Fig.  15  (a)  shows  the  layout  for  the  front  fold  of  the  mail- 
ing folder  shown  completed  in  b^ig.  14.  which  was  issued 
primarily  to  interest  architects  to  the  extent  of  making  them 
ask  for  a  new  catalog. 

Note  in  the  second  fold  [Fig.  15  (/')]  it  will  be  seen  that  the 
address  used  to  carr\-  the   folder  is  the  same  one  that  shows 


Some  Of  The  Things  That 
It  Contains 


H.iltiTv  ^md  (■al)lp  spi-cificitions. 

Wiling  Diiigrams  antJ  complt'le  descriptions  ol 
mtcnor  trlcpliont-  syslcms  for  fiiclorios,  public  build- 
push   bi-.tton  and  otlicr  cic-ctrical  specwiucs.   break-glass  fire 


Not  Merely  A  Catalog  But  A  Book  Full  of 
Valuable  Data  and  Information 

In  this  new  Connci  li.  ul  (  ntnlou  Nii.  .'-t.  jn-l  nfl  the  |,i.--is,  wo  have  incorporalcd  a  large  amount  o( 
inlorniati<m  of  sped,.!  value  k.  ar<  hile>  l»---in  iirtfei  k.  make  i!  a  b<>i>k  of  reference.  Il  is  more  than  a  mere 
catalog  of  C'onneclicul  ii\lerioi  telephones  and  elcitiicil  produc  t»,  wincli  are  fully  deserilx-d  and  illustrated 
in  the  book.  Write  for  this  book,  ll  will  be  mailed  free  to  nnv  archilcel  who  checks,  signs  and  mails  to  us 
the  p.)sl  card  alia,  bed  |„.K,w,  Do  this  now.  lesl  you 
oveilook  ihc  M.alU  ,  l.,i.  , 


IIBS&533135I 


Cordless   Vestibule  Sets 

1  lere'saveslibulesel  thnl'san  innovation  -nolhini; 


'11...    ..•       ■      , 

designed  I..,  ai,... 


Patent  Applied  Fo 


"Push  Button-Then  Talk" 

ll,al\s.,ilvo»,l..edd.,  I'ushlhebullon. 
w.nl  nil  vou  hear  the  answer-dien  talk 
k>w'ard  the  perfoiateti  sound  ojx-ning.  You 
need  not  stand  close— vou  can  even  stand 
ten  feet  away  and  yr.ur' voice  will  1«  heard 
|K-if<-ctly  at  the  other  end. 

Tlll>  rul.iiess  vesulmlr  »et  .r.  I>nl  one  ..f  n...nv 
CVinncxtK  111  fe.iturcs  winch  wc  Ii.ivc  put  ..n  tfie 
iM.trkrl  iilirml  of  iKe  limes  in  mir  lwent>-  yeftrs  ..( 
iii.tiiiilarluring  experience. 

Connr.  kriil  Roocl?.  nre  qu,-ifi!v  T>rorlin-(».  spc 
..f.e.ll.v  l.-.„li,„-  Mf.  lulc.rs  .vcvwhrir  C.  t 
.,<<l<i.„„i,.,l    S,.,„i  l,„  il„.„,.w  (  .,i..l.„:  l,„^.,^ 

Connecticut  I'utZT.  Company,  Inc. 

Meriden.    Conn. 


Post  Card 


(^oiinectictit  ^KucrKK  Lompan\',  Inc. 

mi;ridi::.\.  conn. 


308    §  19 


(c) 
Fig.  14 


■--// 


J/g) 


^/#^^    Every  Arc W»tect  Should  Have 
///^      This    Book  ci  Reference 
g)    ^     Sent  FREE  on  Application 


(^■^r  ^  ^  ^ 


-J 


^        lfir«£>»».v«-fcuA» 


(«) 


%    Some    oi  ihe  Things  1  hai 
Ait  i t  Contains 


I 


Not  r^eret^  A  Catalog  But  A  Book  Full  oi 
Vdludble  Data  4nd  ln^oirmati( 


One  of 

Vest'tbulf 

Telephone 

Sets 


Check  iLud  Mail  Thh  Post  Card 


I  \        ^<r*-'£VKA*^<' 


Tk-d-^^^ I  j 


308    §  19 


Fig.  15 


lu     Some    oi  the  ThingsThai: 


f  t  Cohtains 


k  .i^j^  ' ' 


Not  Nerelv3  A  Catalog  But  A  Book  Full  of 
Valuable  Data  and  Information 


CoNf^ECKCUT  I 


Corel lesb  VestrbuleSets 


I"  csJf  ^C 

/ 

PsAen+-  Aff1i<-4    fov 


"  Push  Button -ThenTal k" 


Post  Card 


Conneci-  (cut  2*'^^^,%"^  Gmp4in\^,lnc. 

Menacn,  C«nn. 


Connecticut  1^e!e1Vic  Companvj.lnc. 


308    §  19 


(f) 
Fig.  15 


§  l!l      CATALU(,S,  nouKLETS,  AND  RjL1)1<:RS  10 

the  manufacturer  who  returned  the  card.  This  is  a  feature  of 
folding  that  makes  impossible  the  return  of  cards  without 
being  signed.  It  also  makes  it  easier  for  the  prospect  to  return, 
as  the  card  is  already  signed. 

The  headlines  of  the  inside  spread  of  this  folder  [Fig.  15 
(c)]  tell  the  entire  story  in  such  a  manner  as  to  create  a 
desire  for  further  reading. 

The  principal  idea  in  laying  out  mailing  folders  is  to  use 
heavy  display  lines,  and  medium  or  light  type  faces  for  the 
reading. matter.  This  gives  contrast;  and  if  the  headings  con- 
tain a  real  message  the  contrast  will  force  a  reading  and  get 
action. 

Do  not  be  too  explicit  in  giving  instructions  to  printers  on 
mailing  folders.  Pick  out  a  bold  type  and  a  light  type  and 
give  blanket  instructions  such  as  "Use  Cheltenham  Wide  for 
body  and  Cheltenham  Bold  for  display."  This  avoids  arbitrary 
sizes  that  are  difficult  to  estimate  correctly. 


SEEKING   COOPERATION   OF   PRINTER 

20.  With  a  general  idea  of  what  he  requires  in  the  way  of 
printed  matter  to  accomplish  a  given  purpose,  the  writer  of  a 
catalog,  booklet,  or  folder  should  seek  a  first-class  printer  and 
enlist  his  aid  in  deciding  the  details  of  paper,  typography, 
color  scheme,  etc.  For  high-grade  work  a  high-grade  printer 
should  be  consulted,  even  if  it  means  having  the  work  done  in 
some  other  city  than  that  in  which  the  writer  is  located. 

If  the  writer  undertakes  unaided  to  decide  about  the  size 
of  the  catalog  or  booklet  he  wants,  the  kind  of  paper,  etc.,  he 
may  find  when  his  copy  has  been  written  and  he  is  ready  to 
have  the  job  printed  that  his  plans  will  have  to  be  changed 
entirely.  There  are  a  great  many  details  connected  with  the 
printing  of  the  various  grades,  sizes,  and  weights  of  paper 
with  which  no  one  can  possibly  become  conversant  without 
years  of  practical  experience.  For  instance,  there  are  many 
grades  of  enameled  stock,  supercalendered  stock,  antique  stock, 
plate-finish  stock,  and  wove  and  laid  antique  stocks,  each  one 


20         CATALOGS,  BOOKLETS,  AND  FOLDERS      §  19 

of  which  is  available  for  distinctive  classes  of  work.  It  may 
be  that  the  writer  would  select  an  enameled  stock  for  a  certain 
folder  that,  while  it  would  look  very  attractive,  would  not  have 
the  durability  or  the  printing  qualities  essential  for  that  par- 
ticular piece  of  printed  matter.  The  high-grade  printer  will, 
in  many  instances,  be  able  to  save  money  for  the  writer  by 
suggesting  a  grade  of  paper  that  is  cheaper  than  the  one 
originally  suggested,  and  yet  almost  exactly  similar  in  looks 
and  printing  qualities.  He  may  be  able  to  suggest  a  paper  that 
will  cut  to  greater  advantage.  It  may  be  that  the  paper  called 
for  by  the  writer  could  not  be  obtained  in  that  particular  city 
or  town  and  that  the  printer  would  have  to  send  away  for  it, 
thus  delaying  the  work ;  whereas,  if  the  printer  were  consulted 
in  the  matter,  he  could  suggest  some  paper  that  is  carried  in 
stock,  and  thus  save  a  week  or  10  days  in  the  time  of  delivery. 

27.  The  advertising  writer  may  want  delivered  in  a  day 
or  two  a  job  that  is  to  be  printed  on  both  sides  of  enameled 
stock,  and  in  which  large  type  and  a  number  of  line  cuts  are 
to  be  used.  As  the  ink  dries  very  slowly  on  enameled  paper, 
the  sheets  usually  have  to  lie  2  or  3  days  after  being  printed 
on  one  side  before  they  can  be  "backed  up"  (printed  on  the 
other  side).  If  this  is  not  done,  the  ink  on  the  first  side  will 
adhere  to  the  platen  of  the  press  and  come  off  on  the  opposite 
side  of  the  sheet,  making  a  slur  that  would  spoil  the  work. 
The  printer  in  a  case  like  this  could  perhaps  suggest  another 
stock  that  would  serve  the  purpose  of  the  writer,  and  that  by 
reason  of  its  absorbent  qualities  could  be  printed  on  both  sides 
without  any  delay,  thus  saving  days  of  waiting. 

The  printer  should  also  be  consulted  as  to  the  harmony  of 
the  cover  and  inside  stocks  of  booklets,  catalogs,  etc.,  as  he 
may  save  the  writer  from  making  a  blunder  in  choosing  inhar- 
monious combinations. 

Unless  an  advertiser  is  sure  that  the  price  quoted  by  a 
printer  on  a  job  is  fair,  he  should  get  estimates  from  two  or 
more  printers.  It  is  usually  a  good  plan  to  get  competitive 
bids,  but  it  is  not  always  advisable  to  give  the  work  to  the 
lowest  bidder.     The  lowest  bidder  may  be  a  ])rintcr  that   is 


§  10      CATALOGS.  BOOKLETS.  AND  FOLDERS         21 

careless  about  presswork  and  other  fine  points  of  printing,  and 
the  better  work  of  the  higher-priced  printer  may  be  worth 
more  than  the  difference  between  the  bids.  There  are  a  very 
few  high-grade  printers  that  will  not  submit  competitive  bids, 
but  will  take  fine  catalog  work  only  on  the  condition  that  the 
exact  price  be  determined  after  the  job  has  been  completed. 
The  subject  of  cost  is  a  complex  one  and  requires  compre- 
hensive knowledge  of  the  cost  of  composition,  make-up,  press- 
work,  stock,  and  general  expense.  The  inexperienced  person 
need  not  expect  to  be  able  to  figure  such  items  accurately, 
but  should  depend  largely  on  a  reliable  printer.  One  who 
must  have  a  catalog  at  a  cost  of  6,  8,  or  10  cents  a  copy  can 
get  it,  but  of  course  it  will  not  be  the  kind  of  catalog  that 
could  be  furnished  for  25,  30,  or  40  cents  a  copy.  The  differ- 
ence in  quality  of  both  workmanship  and  material  should  be 
kept  in  mind. 

WRITING   THE    COPY 


3IETHODS    OF    SECIRING    DATA    FOR    TEXT    MATTER 

28.  Amount  of  Copy  Required  for  Catalogs,  Etc. 

Copy  for  catalogs,  booklets,  folders,  etc.  differs  from  copy  for 
advertisements  principally  in  the  matter  of  extent.  Some  of 
the  chief  selling  points  of  the  advertiser's  goods  or  his  service 
are  exploited  concisely  in  his  advertisements.  They  attract 
attention  and  develop  interest;  in  other  words,  open  the  way. 
The  remainder  of  the  story  is  told  by  the  advertiser's  printed 
matter,  which  necessarily  goes  more  into  details  than  does  the 
advertisement.  Intelligent  study  and  research  must  usually 
be  carried  further  when  preparing  the  catalog  and  the  booklet 
than  when  preparing  the  advertisement,  because  the  printed 
matter  designed  to  close  a  sale  must  give  all  the  information 
necessary  to  close  it. 

29.  Of  course  there  is  a  wide  difference  in  the  matter  of 
detail  information  between  the  8-page  booklet  that  treats  of 
only  a  simple   subject,   or  some  characteristic   features  of   a 


22         CATALUC.S,  B(JOKLl-:rS,  AM)  FuLDl'lRS       §  I'J 

broad  subject,  and  the  48-  or  96-page  catalog  giving  full  infor- 
mation about  the  many  divisions  of  a  broad  subject.  The 
National  Cash  Register  Company,  for  example,  might  print 
an  8-page  booklet  with  the  title  of  National  Registers  versus 
Cheap  Registers,  devoted  solely  to  some  general  points  of 
superiority  of  the  National  Registers  over  those  of  other 
manufacturers,  that  would  be  very  different  from  the  complete 
catalog  that  it  would  send  out  in  response  to  inquiries  about 
registers.  Therefore,  it  does  not  follow  that  every  piece  of 
printed  matter  should  deal  with  all  the  features  of  a  business. 
If  the  advertising  office  may  be  compared  to  a  battleship,  then 
it  may  be  said  that  there  is  need  for  the  3-inch  rapid-fire 
gun  and  the  "six-pounders"  as  well  as  for  the  12-inch  rifle. 
Each  fills  a  certain  need.  The  advertiser  must  use  his  judg- 
ment and  not  try  to  make  a  booklet  or  folder  answer  if  a  large 
catalog  is  needed,  nor  should  he  use  a  large  catalog  if  a  brief 
booklet  w^ould  better  meet  the  need. 

30.  Securing-  the  Necessary  Data  for  Booklets, 
Etc. — There  is  nothing  mysterious  about  the  way  in  which 
skilled  copy-writers  secure  the  material  that  enables  them  to 
turn  out  ten  or  twelve  different  booklets  on  as  many  dift"erent 
subjects  in  a  month. 

The  study  of  an  advertiser's  old  printed  matter  often  shows 
strong  points  about  the  business  or  its  products  that  have  never 
been  \vritten  up  as  they  should  be.  lUit  the  copy-writer  cannot 
depend  for  his  information  on  the  old  printed  matter  of  the 
advertiser,  lie  must  get  at  the  root  of  the  problem  by  examin- 
ing the  article  to  be  sold  and  by  asking  questions,  just  as  if 
he  were  a  prospective  buyer.  If  it  is  a  manufactured  article, 
he  should  visit  the  factory  and  look  into  the  process  of  making 
and  talk  with  the  inventor  or  designer.  He  should  go  direct 
to  the  manufacturer  for  an  exhaustive  interview,  not  only  to 
find  out  about  the  product  itself  but  also  about  the  manu- 
facturer's previous  experience  with  booklets  and  catalogs,  if 
any  ;  and  he  should  find  out  what  advertising  literature  has 
seemed  to  pay  and  what  has  not.  what  the  manufacturer  has 
found  to  be  the  best  selling  points  of  the  article,  what  com- 


"Thatcher- 

16 

''Crescent"  Warm  Air  Furnaces 

For  Wood  or  Coal 

The  "  Crescent"  Furnace  is  made  to  meet  the  growing  demand  for  a  furnace 
in  which  either  coal  or  wood  may  be  used  as  desired.  Until  recently  furnaces 
were  built  for  one  kind  of  fuel  only  Antici- 
pating the  need  for  a  coal  and  wood  burning 
furnace,  we  have  perfected  one  which  amply 
fills  these  requirements.  This  is  important 
in  sections  of  the  country  where  wood  is 
largely  used.  The  base  and  grates — as 
shown  in  the  accompanying  cut  are  the 
regular  "Meteor"  type — being  triangular  in 
form  and  so  arranged  that  any  bar  can  be 
easily  removed  without  disturbing  the  others. 

_      -  _  The  especially  large  feed  neck  is  provided  with  double  feed  doors — =■ 

and  when  burning  coal  only  the  lower  door  need  be  used,  while 
with  wood  burning  the  large  chunks  necessitate  the  use  of  both  doors. 

_,      ^       ,       ..  The  "Crescent"  Furnace  has  a  very    high  combustion 

The  Combustion      ,       ,  i       i-  *  u-     j  •     '  t,,      .  . 

chamber  and  radiator  combmed  m  one.     The  top  and 

bottom  east  iron  plates,  of  this  radiator,  are  fastened  to  the  steel  sides  by  means 
of  wrought  iron  turnbuckles.  This  feature  prevents  the  breaking  off  of  the 
lugs  due  to  expansion,  which  would  occur  if  long  rods  were  used.  A  division 
plate  is  so  arranged  that  the  gases  and  smoke  pass  entirely  around  the  radiator, 
instead  of  only  half  way,  as  in  many  other  furnaces  of  this  particular  type.  This 
division  plate  may  be  placed  on  either  the  right  or  left  hand  side  of  radiator,  ac- 
cording to  the  location  of  the  chimney. 

_,      _  The   division   plate  causes  the  smoke  and  gases  to  travel  in  one 

direction  around  the  entire  circumference  thus  evenly  heating 
all  the  three  heating  walls  of  the  radiator,  thereby  producing  the  greatest 
amount  of  cflficicncy  for  the  smallest  consumption  of  fuel. 

r»        1  With  the  "Crescent"  as  well  as  otlier  furnaces  shown  in 

this  catalogue,  a  complete  damper  regulator  is  sent.' 
This  consists  of  a  sufficiently  strong  brass  safety  chain  to  connect  with  a  hand- 
some nickel  plated  regulator  which  is  placed  at  any  convenient  point  on  the 
upper  floor — thus  allowing  the  furnace  draughts  to  be  controlled  either  from 
the  basement  or  upstairs. 


Fig.  16 


23 


24         CATALOGS,  BOOKLETS,  AND  FOLDERS      §  19 

petitors  are  offering  and  what  literature  they  are  using,  the 
condition  of  the  market,  and  various  other  points.  The  ques- 
tions that  inquirers  ask  and  their  reasons  for  not  purchasing 
should  be  suggestive  of  what  is  required. 

31.  The  writer  need  not  imagine  that  with  a  superficial 
examination  of  an  article  or  a  brief  inquiry  into  the  needs  he 
can  go  to  his  desk  and  write  a  catalog  or  a  booklet  that  will 
sell  the  goods  to  every  prospective  purchaser.  Plans  and 
argument  that  sell  goods  are  founded  on  salient  facts,  and 
such  facts  cannot  be  ascertained  except  by  a  close  study  of 
the  commodity  to  be  advertised.  No  amount  of  skilful  writing 
will  compensate  for  a  scarcity  of  vital  information.  For 
example,  to  write  a  catalog  containing  such  details  as  are  con- 
tained in  the  page  shown  in  Fig.  16  requires  a  close  study  of 
the  article  and  collaboration  with  those  possessing  technical 
knowledge  of  the  subject. 

32.  There  is  a  great  opportunity  for  the  capable  catalog 
and  booklet  writer.  Rarely  does  a  pamphlet  exploit  the  funda- 
mental selling  points  of  an  article  as  it  should.  Points  that 
the  good  salesman  uses  every  day  are  often  overlooked  when 
the  catalog  is  prepared.  It  is  advisable  to  interview  the  best 
salesmen  of  the  advertiser's  goods  when  possible.  They  will 
be  able  to  give  much  valuable  information. 

Just  as  in  a  news  article,  where  the  items  of  information 
command  interest,  so  in  the  catalog  or  booklet,  the  interesting 
facts  are  the  most  important  features.  Especially  in  catalogs 
directed  to  people  possessing  technical  training,  such  as  engi- 
neers, should  the  writer  deal  with  details;  such  readers  have 
little  patience  with  a  catalog  that  is  full  of  flowery  phrases, 
popular  descriptions,  and  imaginative  language  but  does  not 
give  definite  information. 

33.  Libraries,  Textbooks,  Etc.  as  Aids  to  Copy- 
Writers. — Reference  books  are  of  great  service  to  writers 
of  advertising  literature.  If  it  is  desired,  for  instance,  to  get 
up  an  attractive  booklet  regarding  the  value  of  real-estate- 
investments  around  New  York  City,  a  good  plan  would  be  to 
study  the  history  and  development  of   New  York,    from  the 


§  10      CATALOGS,  BOOKLETS,  AND  FOLDERS         25 

investment  point  of  view  and  to  get  the  figures  of  some  of  the 
sales  of  real  estate  that  occurred  in  and  around  that  city  many 
years  ago,  and  then  compare  them  with  recent  sales  in  order 
that  the  increase  in  values  may  be  shown.  This  does  not  mean 
that  the  writer  shall  fill  pages  with  uninteresting,  immaterial 
facts  about  the  history  of  New  York,  but  that  he  shall  pick 
out  strong,  pertinent  items. 

If  he  is  writing  about  a  tobacco,  a  cofifee,  a  breed  of  cattle, 
etc.,  he  will  find  much  information  of  value  and  interest  in  the 
best  encyclopedias.  Most  of  the  large  libraries  have  bound 
volumes  of  the  leading  magazines  extending  over  many  years, 
and  have  at  hand  indexes  in  which  one  may  readily  look  up 
all  articles  on  a  given  topic  that  have  appeared  during  many 
years.  From  these  articles  the  writer  will  usually  be  able  to 
get  many  good  points.  He  need  not  use  the  exact  language  of 
other  writers,  but  may  use  the  fact,  or  point,  and  express  it  in 
his  own  language. 

34,  Keeping-  a  File  of  Material. — The  writer  that 
prepares  and  keeps  up  to  date  the  forty  or  more  dififerent 
circulars  of  information  of  the  International  Correspondence 
Schools  (from  32  to  96  pages  each)  has  a  large  file  envelope 
for  each  subject  on  which  the  Schools  issue  a  circular.  Every 
article  that  he  sees  in  a  newspaper,  magazine,  or  technical 
journal  that  he  thinks  will  be  of  use  at  some  time  in  preparing 
a  new  circular,  he  clips  out  and  files  in  an  envelope  devoted 
to  that  subject.  He  keeps  competitors'  catalogs,  booklets, 
and  folders  in  these  envelopes  in  order  that  he  may  be  pre- 
pared to  meet  the  arguments  that  they  use.  When  a  good 
letter  from  a  successful  student  comes  in,  permission  to  print 
it  is  asked  of  the  student,  and  the  letter  is  filed  in  the  proper 
envelope.  The  result  is  that  when  a  circular  is  to  be  prepared, 
the  writer  usually  has  a  great  deal  of  material  at  hand  to  study 
and  modify  to  his  use.  Many  circular  writers  and  advertisers 
follow  this  plan  of  keeping  an  extensive  file  of  articles  and 
arguments. 

35.  Published    Items    as    Aid    to    Copy- Writers. 

Articles   that   constitute   the   very   best  possible   material    for 


26 


CATALOGS,  BOOKLETS,  AND  FOLDERS      §  19 


catalogs  and  booklets  frequently  appear  in  newspapers  and 
magazines.  Often,  it  is  advisable  to  get  a  publisher's  permis- 
sion to  print  all  or  part  of  some  copyrighted  article.  Strong 
expressions  from  an  unbiased  point  of  view  lend  plausibility 
and  strength  to  an  advertiser's  claims.  Frequently,  such  a 
clipping  may  be  reproduced  facsimile  or  made  into  a  display 
page.     If,  in  a  booklet  about  real-estate  investments  around 


WATER  TANK  TAKES  PLUNGE 

SEVEN  PERSONS  BADLY  HURT 

Big    Reservoir    Crashes    Through   Three- 
Story  Building  at  Pittsburgh  —Warning 
Causes  Many  to  Escape 

Pittsburgh,  Ta.,  June  8. —A  10,000-gal- 
lon  water  tank  crashed  down  through 
the  three-story  brick  building  at  537-i45 
Liberty  avenue  this  afternoon,  causing 
the  rear  wall  to  fall  out  and  injuring 
seven  persons  so  that  they  had  to  be 
taken  to  hospitals. 

The  building  is  occupied  by  John  Fita, 
a  wholesale  butter  and  c^g  merchant; 
the  S.  M.  Petty  Wail  Paper  company, 
and  T.  .S.  Mercer  &  Co.,  wholesale  boots 
and  shoes.  Thomas  S.  Mercer,  his  son 
(Icorge,  three  women,  and  James  Rob- 
inson, a  teamster,  were  injured.  All 
will  recover,  although  their  injuries 
consist  of  broken  limbs,  scalp  wounds, 
and  lacerations. 

The  crash  came  with  a  few  moments' 
accounts   for  the   small 


CRASHED  THROUGH  FACTORY 

Huge  Steel  Water  Holder  Falls  Clear  from 
the  Roof  to  the  Basement 

Brooklyn,  N  Y.,  Aug.  28.— A  huge 
steel  tank,  containing  20,000  gallons  of 
water,  which  was  recently  erected  on 
the  roof  of  J.  &  T.  Cousin's  shoe  fac- 
tory, at  Grand  and  De  Kalb  avenues, 
toppled  from  its  brick  foundation, 
crashed  through  the  roof  and  five  fioors, 
wrecking  the  building  and  stock  to  the 
extent  of  $40,000. 

The  building  wa'.  more  damaged  than 
the  stock.  .About  300  men  and  girls  are 
employed  in  the  factory.  If  the  acci- 
dent had  happened  an  hour  sooner,  just 
before  the  employes  quit  work,  many 
would  undoubtedly  have  been  injured 
and   killed 

The  various  floors  were  deltigcd  with 
water.  Nearly  the  entire  stock  of  the 
shoe  manufacturers  was  ruined  and 
much  of  the  machinery  in  the  building 
was  wrecked.  In  the  basement,  where 
the  tank  landed,  the  engines  which  sup- 
ply power  to  the  factory  were  destroyed 

It  is  not  known  just  what  caused  the 
accident,  but  the  manufacturers  belie\e 
that  the  brick  foundation,  eight  feet 
high,  which  was  only  recently  built  and 
i-tn  which  the  tank  rested,  was  not  firmly 

t. 

The  only  person  in  the  factory  when 
the  tank  fell  was  Adam  T.ydecker  the 
watchman,  who  was  on  the  first  floor 
Fortunately  he  was  in  another  part  of 
the  building  on  a  round  of  inspection 
when  the  crash  occurred. 


Tig.  17 


Xew  York,  several  strong  paragraphs  can  be  quoted  from 
influential  journals  or  from  prominent  men,  it  cannot  help  but 
give  weight.  Complimentary  items  in  newspapers  and  trade 
magazines  regarding  the  advertiser's  product  also  prove  useful. 
Fig.  17  shows  how  two  news  items  about  disasters  caused  by 
the  falling  of  water  tanks  were  made  up  into  a  page  illustra- 
tion by  a  manufacturer  of  an  improved   water  system — one 


I    The  Future  of  the  Telephone    | 

ONLY  a  few  years  ago  the  telephone  was  considered  in  much  the 
same  light  as  the  automobile  is  today.  Its  cost  was  prohibitive 
for  any  but  the  well-to-do,  and  its  utility  was  questioned  by  most 
of  those  who  could  afford  it.  For  the  residence,  it  was  looked 
upon  as  a  luxury  or  a  rather  costly  plaything;  and  in  business, 
while  recognized  as  a  valuable  aid,  perhaps,  it  was  by  no  means  considered 
necessary.  Contrast  this  with  the  pre';ent  condition.  Its  reduced  cost 
has  now  brought  it  within  the  reach  of  people  with  only  moderate  means, 
and  its  usefulness  and  convenience  in  social  affairs,  and  its  indispensability 
to  the  business  world  have  been  demonstrated  beyond  doubt.  The  question 
of  the  up-to-date  business  man  is  not  "Shall  I  have  a  telephone?"  but 
"How  many  telephones  must  I  have?"  and  in  the  residence  where  it  has 
once  been  adopted,  it  is  considered  as  indispensable  as  a  sewing  machine. 
Eleven  years  ago  there  was  one  telephone  to  every  22,5  people  in  this 
country ;  now  there  is  one  to  every  16.  Although  the  iniiependent  companies 
are  not  furnishing  all  of  these  additional  telephones,  the  increase  is  directly 
due  to  their  entering  the  telephone  field. 

While  the  growth  of  the  future,  taking  the  number  of  telephones  installed 
in  proportion  to  the  people  in  the  country,  may  not  be  as  great  as  that  of 
the  past,  numerically  considered,  I  think  it  will  be  much  greater  and  far 
in  excess  of  the  increase  in  population.  Along  what  lines  will  this  growth 
take  place?  In  my  opinion,  it  will  be  in  residences  and  small  retail  estab- 
lishments in  our  cities  and  towns,  and  among  dwellers  of  the  rural  districts 
that  it  will  be  most  noticeable. 

The  Probable  Increase 

I  have  estimated  that  a  little  less  than  .50  per  cent,  of  the  people  of 
this  country  appreciate  the  advantages  of  the  telephone;  yet  my  estimate 
is  considered  too  high  by  many  who  say  that  not  more  than  one-third 
of  the  inhabitants  of  this  country  really  know  about  the  telephone,  and 
that  a  large  percentage  ot  these  are  not  at  all  familiar  with  its  advantages. 
In  defense  of  their  argurrient,  they  call  attention  to  the  fact  that  the  ratio 
of  telephones  in  use  to  the  number  of  people  in  the  country  is  only  one 
to  sixteen,  while,  they  assert,  the  country  will  easily  support  one  telephone 
to  every  five  people.  In  some  localities  this  is  the  ratio  at  present,  and 
in  my  opinion  the  country  could  stand  as  great  a  general  development. 

I  think  I  am  not  oversanguine  in  saying  that  at  the  end  of  the  next 
decade,  the  comfortable  home  that  is  not  equipped  with  the  telephone 
will  be  an  exception  to  the  rule.  People  of  moderate  means,  Iwth  in  the 
cities  and  in  the  country,  will  have  them  installed  in  their  homes,  and 
landlords  will  equip  the  places  that  they  have  to  rent  with  telephones, 
just  as  the  modern  flats  and  terraces  of  today  have  refrigerators  and  steam- 
heating  plants  installed,  and  are  equipped  with  gas  stoves  and  electric  light. 

So  far,  we  have  considered  only  the  increase  in  local  use.  The  long- 
distance development,  to  my  mind,  will  be  just  as  great.  The  service 
between  neighboring  towns  and  villages  will  be  brought  to  a  very  high 
order,  and  the  interstate  and  transcontinental  business  will  be  developed 
to  an  extent  scarcely  dreamed  of  today.  Independent  through  lines  will 
connect  all  the  large  centers  of  population,  and  the  congested  condition 
now  so  prevalent  in  many  places  on  short  hauls  will  be  relieved  by  increased 
ci-cuits  and  better  facilities  for  handling  the  service  between  local  points, 
and  forwarding  it  to  the  large  centers  for  delivery  to  the  through  lines. 
The  long-distance  telephone  is  destined  to  cover  a  much  larger  field  than 
at  present.  It  will  not  take  the  place  of  the  telegraph,  but  will  continue 
to  develop  new  business  for  itself  that  does  not  today  exist.  It  is  now  being 
quite  generally  adopted  by  the  railroads  in  conjunction  with  their  present 
telegraph  systems,  and  is  being  used  almost  exclusively  by  the  interurban 
traction  systems  of  the  country. 

James  B.  Hoge,  in  an  address  before  the  West  Virginia  Independent  Tele- 
phone Convention,  published  in  TELEPHONY. 


27  Fig.  IS 


28         CATALOGS,  BOOKLETS,  AND  FOLDERS      §  19 

that  dispenses  with  the  dangerous  elevated  tani<.  These  items 
supported  the  manufacturer's  argument  strongly. 

In  Fig.  18  is  sliown  how  an  extract  from  a  telephone  engi- 
neer's address  was  used  to  advantage  in  a  telephone-engineer- 
ing circular  of  the  Litcrnational  Correspondence  Schools.  This 
address  was  copyrighted,  but  the  magazine  owning  the  copy- 
right willingly  permitted  the  extract  to  be  reproduced. 

It  will  be  observed  that  many  of  the  examples  shown  in 
these  pages  measure  5 J  in.XSJ  in.  or  thereabouts.  This  is 
made  necessary  by  the  difficulty  that  would  be  encountered  in 
trying  to  show  larger  pages  in  a  textbook  the  size  of  this  one. 
It  should  be  understood  that  in  practical  work  the  writer  is 
not  confined  to  catalogs  of  this  size  of  page.  The  ideas  and 
principles  set  forth  here  can  be  applied  to  circulars  of  all 
sizes.  In  fact,  many  of  the  illustrations  are  reductions  from 
larger  pages. 

3G.     Procuring-    of    Technical    Descriptions. — ^\Vhen 

matter  that  is  extremely  technical  nmst  appear  in  a  catalog 
or  a  booklet,  and  it  is  a  subject  with  which  the  copy-writer  is 
not  familiar,  he  may  find  it  necessary  either  to  refer  to  some 
standard  textbook  for  the  information  or  to  have  some  person 
familiar  with  the  subject  w-rite  up  part  of  the  circular  for  him. 
Sometimes,  the  extremely  technical  part  of  a  catalog  (see 
Fig.  16)  will  be  written  by  an  engineer  or  a  designer  in  the 
employ  of  the  manufacturer,  the  advertising  man  going  over 
the  matter  and  strengthening  it  from  the  sales  point  of  view. 
It  would  be  impossible,  for  instance,  for  the  writer  with  only 
a  general  knowledge  to  prepare  a  booklet  describing  with 
perfect  accuracy  the  workings  and  advantages  of  the  Bundy 
steam  trap  system  unless  he  consulted  a  modern  work  on 
steam  machinery  or  had  the  assistance  of  the  manufacturer  or 
of  some  engineer.  Nevertheless,  the  description  of  the  advan- 
tages of  a  machine  or  other  article  should  never  be  left  entirely 
to  the  maker  or  designer  of  it,  for,  as  has  been  suggested,  he 
will  sometimes  fail  to  bring  out  a  very  important  point  that 
a  trained  advertising  writer  would.  He  is  too  close  to  his  sub- 
ject and  may  take  too  much  for  granted. 


ITS  COMMERCIAL  USES 


Crucibles 

Graphite  crucibles  are  used  in  the  man- 
ufacture of  crucible  steel,  phosphor-bronze, 
and  other  metal  alloys  that  must  be  subjected 
to  very  high  temperatures.  For  most  of  this 
work  graphite  crucibles  only  are  practical, 
because  they  will  stand  a  very  high  temper- 
ature without  melting  and  do  not  crack 
readily  when  exposed  to  sudden  and  violent 
changes  of  temperature.  Only  the  best  qual- 
ity of  flake  graphite  is  suitable  for  the  man- 
ufacture of  crucibles,  and  it  sells  for  from 
$150  to  $200  a  ton. 

Lubrication 

Graphite  is  used  alone  or  with  oil  or  grease 
as  a  very  efficient  lubricant.  It  is  partic- 
ularly valuable  in  places  where  it  is  exposed 
to  extremes  of  temperature,  as  it  is  affected 
neither  by  heat  nor  cold.  It  is  the  only 
lubricant  that  can  be  used  between  wood 
surfaces,  hence  its  adoption  by  piano  makers. 
High-grade  flake  graphite  makes  the  best 
lubricant. 

Pencils 

The  ordinary  "lead"  pencil  is  really  filled 
with  a  mixture  of  graphite  and  clay,  the 
amount  and  quality  of  graphite  depending  on 
the  grade  of  pencil.  If  graphite  was  of  no 
other  use  than  for  the  manufacture  of  pencils, 
it  would  be  a  most  valuable  mineral. 

Paint  and  Polish 

Graphite  is  much  used  as  a  preservative 
coating  for  steel  bridges,  and  outside  metal 
work,  as  it  does  not  crack  or  peel  with  the 
contractions  and  expansions  of  the  metal, 
and  is  practically  unaffected  by  weather  or 
atmosphere.  Stove  polish  is  mostly  graphite, 
and  some  shoe  polishes  and  leather  dressings 
are  based  on  graphite. 


§  19      CATALOGS,  BOOKLETS,  AND  FOLDERS         29 

The  advertising  man  should  ask  questions  until  he  knows 
that  all  the  important  points  have  been  brought  out.  "Why 
is  this  article  better  than  others  of  its  class?"  said  an  adver- 
tising man  to  the  manufacturer  of  a  dental  article.  The  manu- 
facturer began  to  explain  the  shortcomings  of  the  other  articles 
then  on  the  market  and  went  on  to  demonstrate  how  his  prepa- 
ration did  its  work  perfectly.  This  was  the  chief  selling  point, 
yet  in  the  descriptive  matter  that  the  manufacturer  had  pre- 
pared for  the  advertising  man  to  use,  he  had  failed  to  mention 
this  feature.  It  remained  for  the  investigating  spirit  of  the 
advertising  man  to  bring  out  this  point. 

In  Fig.  19  is  shown  a  reproduction  of  one  of  the  first  pages 
of  a  graphite  company's  prospectus.  The  man  that  wrote  the 
circular  had  no  intimate  knowledge  of  the  commercial  uses  of 
graphite  when  he  undertook  the  work,  but  he  made  a  careful 
research  and  study  of  the  subject,  with  the  result  that  he  found 
many  interesting  facts  to  set  forth.  The  display  of  Fig.  19 
is  in  Powell ;  the  body,  in  Old-Style  Roman. 


LOGICAL    TREATMENT    OF    SUBJECTS 

37.  If  a  man  goes  out  to  sell  something  by  personal  can- 
vassing, he  must  be  tactful  in  his  approach,  take  up  the  points 
of  his  canvass  in  their  proper  order,  treat  them  convincingly, 
so  as  to  command  and  hold  interest,  and  bring  his  canvass 
skilfully  to  a  strong  climax  at  the  close ;  and  the  writer  of 
catalogs,  booklets,  and  folders  must  keep  in  mind  that  because 
his  canvass  is  to  be  printed  is  no  reason  why  he  should  not 
make  a  careful  study  to  have  the  best  arrangement  as  to  order 
of  subjects  or  items.  Indeed,  logical  arrangement  is  more 
necessary  in  printed  matter  than  in  an  oral  canvass,  because 
if  the  reader  is  once  repelled,  wearied,  or  confused,  his  atten- 
tion may  be  lost  for  all  time.  As  advertising  is  only  salesman- 
ship in  print,  it  is  here  that  the  writer's  ability  as  a  salesman 
should  be  brought  into  play.  He  should  never  forget  that  he 
is  to  do  the  work  of  the  salesman. 

38.  Catalog's  of  Staple  Goods. — In  a  catalog  of  staples, 
for  which  there  is  a  universal  demand,  no  space  need  be  taken 


RAZAC  USE 


THE  man  who  reads  this  book 
either  shaves  himself  or  goes  to 
the  barber.  In  the  latter  case  he 
knows  the  bondage  of  the  barber  shop 
as  well  as  we  can  tell  him — the 
annoying  wait,  the  lost  time,  the  nerv- 
ous twenty  minutes  in  the  chair,  the 
general  inconvenience  of  not  having 
a  shop  at  hand  where  or  when  he 
wants  it,  the  ruthless  scrape  of  the 
strange  barber,  the  danger  of  towels 
and  tools  that  reek  of  other  faces,  the 
•expense — which  at  a  low  estimate  is 
$  1 5  a  year  for  shaving  alone,  to  say 
nothing  of  the  expected  tip — and 
above  all,  the  fact  that  about  a  third 
of  the  time  the  man  who  depends  on 
the  barber  shop  isn't  shaved  when 
he  ought  to  be. 


Fig.  :0 
Set  in  Cliultenliam  Old  Style  throujfhout 


30 


§1!)      CATALOCJS,  BOOKLETS,  AND  FOLDERS  31. 

up  in  an  argument  for  the  use  of  the  goods.  For  example,  in 
a  catalog  of  wagons,  it  would  be  folly  to  devote  three  or  four 
pages  to  an  argument  about  the  use  of  wagons,  because  the 
use  of  the  article  is  well  established.  All  the  space  of  such  a 
catalog  should  be  filled  with  attractive  illustrations  and  descrip- 
tions of  the  advertiser's  wagons  and  strong  arguments  about 
their  excellence. 

39.  Catalogs  of  Luxuries  or  New  Devices. — When, 
however,  the  article  is  one  that  is  more  of  a  luxury  than  a 
recognized  necessity,  such  as  a  piano,  a  concise  argument  about 
what  a  piano  means  in  the  home  in  the  way  of  pleasure  and 
attractiveness  would  be  advisable,  and  this  properly  should  go 
in  the  front  of  the  catalog,  for  the  catalog  may  be  read  by  many 
who  have  not  fully  decided  that  they  must  have  a  piano. 

Note,  in  Fig.  20,  how  the  first  part  of  a  booklet  about  a 
safety  razor  begins.  The  first  step  here  is  to  prejudice  a  man 
against  the  barber  shop.  Fig.  21,  the  opening  page  of  a 
booklet  about  a  science  library,  shows  the  right  way  of  opening 
such  a  subject.  (The  light  rule  around  these  pages  is  used 
merely  to  show  the  size  of  the  page.) 

In  a  business-school  booklet,  the  first  subject  treated  should 
be  the  value  of  a  good  business  training — what  it  means  to  a 
young  person,  the  opportunities  open  for  employment,  advance- 
ment, etc.  Then  should  follow  a  description  of  the  service 
that  the  advertiser  has  to  ofifer. 

In  a  booklet  intended  to  rent  boxes  in  a  safe-deposit  vault, 
the  writer  should  first  show  the  importance  of  keeping  valu- 
able papers,  etc.  where  they  will  be  safe.  Many  persons  do 
not  realize  the  value  of  a  safe-deposit  box,  and  it  is  best  to 
"drive  the  fact  home"  before  describing  the  service  that  the 
advertiser  offers.-^ 

40.  Determining-  the  Character  and  Position  of 
Matter.— In  determining  the  character  of  the  matter  and  the 
position  it  should  occupy,  the  following  general  principle  may 
be  followed:  Does  desire  or  demand  already  exist?  If  so, 
proceed  at  once  to  a  description  of  the  goods,  bringing  out  all 
the  selling  points.     In  the  section  devoted  to  selling  points — • 

I  LT  1II2C— 15 


THE  NEW  SCIENCE  LIBRARY 
The    Way   To    Be    a    Thinker 

IS  to  get  in  touch  with  thinkers.  All  the 
world's  prizes  are  captured  by  those  who 
have  seasoned  their  energy  with  the  spice  of 
originality — and  originality  means  the  habit  ol: 
clear  and  fresh  thinking.  Originality  can  be 
developed — and  is  developed — by  contact  with 
original  minds. 

Even  the  best  of  us  have  a  tendency  to  fall 
into  mental  ruts,  to  go  plodding  on,  year  after 
year,  in  the  same  track,  to  do  things  without 
knowing  precisely  why. 

The  way  to  keep  mentally  alive,  the  way  to 
be  original,  the  way  to  be  a  success,  is  to  talk 
with  brainy  people  and  to  read  books  that  make 
you  think.  That's  the  reason  the  New  Science 
Library  is  a  cure  for  mental  paralysis.  It  will 
lift  you  out  of  the  dull  circle  of  commonplace 
things;  it  will  give  you  new  thinking  power 
and  new  ambition  to  know  more. 

It  will  tell  you  what  the  famous  Darwinian 
theory  is;  how  the  planets  are  weighed  and 
their  motions  charted;  what  radium  is;  what 
ideas  Herbert  Spencer  brought  into  the  world; 
how  liquid  air  is  made  and  used;  how  elec- 
tricity makes  the  trolley  car  go — and  a  thousand 


Fig.  21 
Set  in  Cheltenham  Old  Style  throughout 


32 


Needed  by  Everybody 


Every  sportsman,  automobilist,  bicyclist,  and  ball  player  needs  one  of  our 
Emergency  Cases.  The  farther  you  get  away  from  physicians,  the  more 
valuable  the  Case  becomes.  You  jeopardize  your  life  when  you  fail  to 
take  it  with  you.  The  Case  is  light  and  handy.  It  may  be  carried  in  the 
pocket.  It  should  be  in  your  grip  or  your  trunk  wherever  you  go  on  your 
vacation  or  your  camping  trip. 

Every  cook  and  housekeeper  needs  an  Emergency  Case,  for  it  affords 
an  immediate  and  safe  remedy  for  the  scalds,  burns,  and  cut  fingers  that  are 
of  frequent  occurrence.     It  relieves  pain  and  saves  annoyance. 

Every  mother  needs  one.  Children  will  get  scratched  by  the  cat,  bitten  by 
the  pet  dog,  and  stung  by  insects.  It  is  extremely  important  that  these  hurts 
be  given  prompt,  sanitary  treatment.  An  Emergency  Case  will  pay  for 
itself  many  times  over  in  the  saving  of  doctor's  bills,  because  it  prevents 
serious  complications. 

Every  school  teacher  has  almost  daily  need  for  an  Emergency  Case. 
With  it  at  hand  she  will  have  no  difficulty  in  caring  for  pupils  that  suffer 
injuries  in  play  or  otherwise.  Such  service  will  raise  a  teacher  in  the  esteem 
of  both  pupils  and  parents. 

Out  on  the  farm  miles  away  from  the  doctor,  the  U.  S.  Emergency  Case 
becomes  an  absolute  necessity.  A  farmer  could  buy  nothing  for  several 
times  one  dollar  that  would  be  of  as  much  value  to  him,  for  he  is  likely  to 
find  a  good  use  for  it  in  the  home  or  in  the  field  every  week. 

Machinists,  engineers,  carpenters,  and  all  persons  handling  tools  or 
engaged  in  work  where  they  are  constantly  liable  to  injury  should  never  be 
without  U  S.  Emergency  Cases.  One  should  be  a  part  of  every  kit  of 
tools. 

Manufacturers,  mill  owners,  etc.,  should  have  one  of  our  $3.50  Cases 
at  hand  all  the  time  for  the  use  of  their  workmen;  it  saves  time  and  expense 
and  possible  suits  on  account  of  injuries.  The  $3.50  Case  contains  many 
times  as  large  a  supply  of  materials  and  remedies  as  the  dollar  size.  This 
is  also  sent  to  any  address  on  receipt  of  price. 


U.  S.  Emergency  Cases 


Fig.  22 
Set  in  Chtltcnham  Old  Style  throughout 


33 


34         CATALOGS,  BOOKLETS,  AND  FOLDERS      §19 

before  the  description  of  the  goods  or  along  with  it — would 
properly  come  the  argument  for  the  advertiser's  superior 
methods  of  manufacturing  and  his  plan  of  selling.  Then 
should  come  the  cost  and  any  strong  closing  argument,  such 
as  free  trial,  guarantee,  etc.,  that  the  advertiser  can  bring 
to  bear. 

If  no  distinct  desire  or  demand  exists,  an  effort  to  develop 
and  create  one  should  come  first.  Referring  again  to  real- 
estate  advertising,  if  a  booklet  is  to  be  prepared  to  sell  lots  in  a 
suburb  of  New  York  or  Chicago,  it  is  not  enough  to  describe 
the  lots.  The  writer  must  first  show  the  great  profits  made 
in  real-estate  investments  like  those  he  is  offering,  the  security, 
the  circumstances  that  make  increased  value  certain,  etc. 

Note  in  Fig.  22  how  skilfully  the  needs  of  various  persons 
for  an  "emergency  case"  are  brought  out.  On  reading  an 
argument  like  this,  a  prospective  purchaser  can  hardly  fail  to 
say  in  his  mind,  "That's  so,  and  I  believe  I  need  one." 

In  the  example  shown  in  Fig.  23  the  writer  very  logically 
shows  the  need  of  something  more  than  soap  for  the  kitchen, 
and  a  careful  housekeeper  will  be  influenced  by  the  suggestive 
argument. 

41.  Place  for  the  Admonition  to  Reader. — In  Fig.  24 
is  shown  a  reproduction  of  one  of  the  final  pages  of  a  booklet, 
the  first  page  of  which  is  shown  in  Fig.  19.  The  information 
has  been  given,  and  on  the  final  page  of  the  book  the  adver- 
tiser brings  his  argument  to  a  climax  by  showing  the  desir- 
ability of  the  investment  and  by  urging  the  reader  to  subscribe 
for  some  stock. 

It  is  usually  best  not  to  mention  the  matter  of  cost  until 
desire  has  been  created  for  the  article,  unless,  of  course,  the 
article  is  one  in  the  line  of  staples,  where  the  desire  or  demand 
already  exists,  or  one  on  which  the  price  is  so  low  that  it  is 
properly  a  leading  argument.  Suppose,  for  instance,  that  a 
typewriter  concern  made  a  practice  of  buying  used  typewriters 
and  building  them  up  into  machines  that  were  almost  as  good 
as  new,  and  then  offering  to  sell  them  for  $35  each.  Here, 
the  idea  of  getting  practically  a  $100  machine   for  $35  is  so 


A  Handmaid  of  Health 

CLEANLINESS  is  not  the  only  thing  that 
comes  with  the  use  of  MILLER'S  POWER- 
INE,  but  heahh  as  well.  Ammonia  is  one 
of  nature's  greatest  disinfectants.  When  in  the 
pure,  unadulterated  state,  as  in  MILLER'S  POW- 
ERINE,  it  will  grapple  with  and  readily  overcome 
any  of  the  myriads  of  disease  germs  that  lie  so 
thickly  within  the  doors  of  our  homes. 

Pour  a  little  of  it  in  and  around  all  sinks,  drains, 
and  closets.  It  not  only  cleans  and  purifies  the  air, 
but  annihilates  and  carries  off  all  sources  of  corrup- 
tion from  which  disease  might  spring.  It  induces  a 
healthful  cleanliness  that  banishes  roaches,  bugs, 
and  other  vermin,  and  makes  the  whole  house 
redolent  with  a  wholesome  sweetness. 

What  is  the  use  of  having  pure  foods,  for  which 
such  a  popular  outcry  is  being  made  these  days,  if 
the  vessels  in  which  they  are  cooked  and  the  dishes 
in  which  they  are  served  are  but  half  washed?  If 
we  had  microscopic  eyes  we  would  be  appalled  at 
the  amount  of  grease  and  dirt  that  clings  to  the 
apparently  clean  dishes  after  they  have  been 
through  their  bath  of  common  soap  and  water. 

No  suc'n  unpleasant  thought  need  come  to  the 
housewife  who  is  a  user  of  MILLER'S  POWER- 
INE.  The  mixture  of  pure,  honestly  made  soap 
and  full-strength  ammonia  added  to  the  hot  water 
in  which  the  pots,  pans,  and  dishes  are  plunged,  will, 
without  any  extra  labor,  cut  all  the  grease  and  dirt 
as  clean  as  a  whistle,  and  they  will  emerge  bright, 
shining,  beautiful,  and,  above  all,  thoroughly  clean. 

MILLER'S  POWERINE  is  known  everywhere, 
and  is  sold  only  in  packages.  If  you  have  never 
met  it,  now  is  the  time  to  be  introduced. 


Fig.  23 
Set  in  Old-Style  Antique  throughout 


3G         CATALOGS,  BOOKLETS,  AND  FOLDERS      §19 

strong  that  price  may  be  brought  out  as  a  first  argument. 
In  any  event,  the  admonition  to  the  reader,  the  summing  up 
of  the  argument,  the  directions  for  ordering,  etc.  come  logically 
in  the  final  pages  of  the  book. 


ESSENTIALS    OF    GOOD    COPV 

42.  Study  of  Prospective  Customers. — While  guard- 
ing against  flippancy  or  extravagance,  the  writer  should  strive 
to  make  his  catalogs,  booklets,  and  folders  read  as  interestingly 
as  magazine  articles.  To  do  this,  he  must  study  thoroughly 
the  persons  that  the  catalog  or  booklet  is  intended  for.  If  the 
article  to  be  sold  is  a  new  heating  plant  and  the  booklet  is  one 
that  is  to  be  sent  to  the  trade,  it  should  give  technical  informa- 
tion about  the  heater  and  its  features,  for  the  trade  will  look 
into  this  more  than  the  average  house  owner.  If,  on  the  other 
hand,  the  booklet  is  to  go  to  the  house  owner,  its  treatment  of 
the  technical  features  must  be  more  popular ;  in  other  words, 
it  must  not  be  presumed  that  the  average  house  owner  is  a 
heating  engineer. 

43.  Emphasizins:  the    Strong    Selling:   Points. — In 

all  advertising  campaigns  there  are  some  particular  features  of 
an  article  that  are  stronger  than  any  others.  These  should  be 
emphasized  in  the  catalogs,  booklets,  or  folders. 

The  owner  of  a  Western  dairy  farm  that  sells  his  products 
— hams,  shoulders,  lard,  sausages,  and  maple  sugar — direct 
to  customers,  lays  stress  on  the  purity  and  the  careful  handling 
of  his  products,  and  uses  everything  in  the  way  of  description 
or  illustration  that  will  help  create  and  strengthen  the  impres- 
sion of  quality  (see  Fig.  25).  This  advertising  policy  is  a  wise 
one,  because  retail  stores  sell  products  of  this  kind  at  prices 
much  lower  than  those  of  this  advertiser.  It  will  be  observed 
that  the  Old-Style  Antique  type  used  in  Fig.  25  makes  an 
attractive  page  when  printed  in  brown  on  the  tinted  paper.  If 
this  page  were  printed  in  black  on  white  paper  the  efi'cct  would 
be  rather  strong  and  not  so  harmonious  as  thai  shown.  Com- 
pare Figs.  23  and  25. 


A  GREAl'  OPPORTUNITY 


THOSE  wlio  have  read  the  preceding-  state- 
ments as  to  the  varied  and  increasing 
uses  of  graphite,  its  growing  scarcity,  and 
the  expert's  report  as  to  the  quality  and 
quantity  of  ore  in  sight  on  tlie  Calumet  prop- 
erty can  hardly  fail  to  appreciate  what  an 
investment  opportunity  is  offered. 

This  is  no  mere  prospect — no  hidden  or 
suspected  wealth ;  the  property  is  partly 
developed  and  the  money  is  in  plain  sight. 
Fully  $70,000  worth  of  ore  has  already  been 
mined  and  stands  on  the  property,  ready  to 
be  run  through  the  mill  as  soon  as  it  is 
finished. 

Conservative  investors  are  confident  that 
the  stock  will  be  worth  considerably  more 
than  par  as  soon  as  the  first  lot  of  ore  has 
been  refined. 

Judging  from  the  work  already  accom- 
plished, the  cost  of  mining,  milling,  and 
marketing  the  product  will  not  exceed  $35 
a  ton  for  the  first  year.  Thereafter  the  cost 
will  decrease  materially. 

The  selling  prices  vary  with  the  grade. 

High-grade  crucible  flake  sells  at  $130  to 
$200  a  ton.  Other  grades  sell  at  $50  to  $150 
a  ton. 

At  the  present  low  price  of  this  stock  it 
constitutes  a  rare  opportunity,  which  no  one 
that  has  any  amount  of  money  to  in\'est  can 
afford  to  overlook. 

Order  for  reservation  of  stock  should  be 
sent,  together  with  check  or  draft  for  25  per 
cent,  of  the  purchase  price,  to  Calumet  (Graph- 
ite Company,  Saint  Paul  Building.  New  York. 


308    §  19  Fig.  24 


for  seasoning,  it  is  easy  to  see  why  the 
result  is  a  most  deliciously  tender  and 
wholesome  sausage. 

Hams  and  Bacon 

The  hams  and  bacon  are  allowed  plenty 
of  time  for  curing,  which  is  merely  the 
absorbing  of  sugar,  salt,  and  spices  under 
proper  conditions  of  temperature.  These 
are  finally  finished  by  smoking  with  green 
hickory,  which  gives  them  the  sweet 
flavor  peculiar  to  home-cured  meats. 
There  is  in  no  stage  of  the  curing  any 
forcing  or  hastening  process.  No  chemicals 
of  any  kind  are  used  to  cheapen  the 
products.  The  simple  methods  of  the  farm 
that  were  first  practiced  in  New  England 
a  century  ago  are  the  only  ones  used  in 
our  shop. 

Lard 

The  lard  is  carefully  rendered  in  open 
kettles.  It  is  cooled  as  quickly  as  possible 
and  briskly  stirred  w^hile  cooling.  This 
simple  process  produces  fine,  w^hite  lard  of 
the  best  quality. 


3C8    §  ly  Fig.  25 


§  10      CATALO(;S,  BOOKLETS,  AND  FOLDERS         37 

44.  Disadvantage  of  Repetition. — Repetition  some- 
times emphasizes,  but  unless  there  is  some  strong  argument 
that  can  be  repeated  with  advantage  on  several  pages  of  a 
circular,  the  best  plan  is  to  treat  a  point  fully  in  its  logical 
place  and  then  leave  it.  Many  circulars  are  ineffective  because 
of  a  rambling  style. 

45.  .Value  of  Conciseness. — In  his  catalog  or  booklet, 
the  advertiser  has  opportunity  to  present  his  entire  canvass  as 
convincingly  as  he  knows  how.  But  because  he  is  free  to  go 
into  detail,  the  mistake  is  too  frequently  made  of  either  having 
the  circular  too  long  or  so  uninteresting  that  no  one  will  read 
it.  The  writer  should  study  the  product,  the  method  of  manu- 
facture, and  the  selling  plan  very  closely;  then  he  can  decide 
what  are  the  most  interesting  features  and  what  can  be  safely 
left  unwritten. 


I  SE    OF   TESTIMONIALS 

46.  Testimonials  constitute  the  very  strongest  kind  of 
matter  for  most  kinds  of  advertising  literature,  because  a 
prospective  customer  is  more  likely  to  believe  the  Statement  of 
a  user  of  an  article  than  the  claims  of  the  manufacturer.  That 
some  one  has  tried  an  article  thoroughly  and  is  well  pleased 
with  results,  carries  a  great  deal  of  weight;  it  supports  argu- 
ment as  nothing  else  does.  Photographs  of  indorsers,  and 
facsimiles  of  their  letterheads  and  signatures,  give  authenticity 
to  the  indorsements. 

47.  Value  of  Strong-  Testimonials. — One  strong  testi- 
monial that  rings  true  is  worth  a  half  dozen  mediocre  ones, 
and  it  is  well  sometimes  to  display  an  unusually  good  testi- 
monial in  a  full  page  of  space,  so  that  the  readers  of  the  cir- 
cular cannot  fail  to  see  and  read  it. 

The  weakness  of  most  testimonials  is  due  to  the  fact  that 
they  are  too  general.  This  can  be  avoided,  however,  by  asking 
users  of  the  advertised  goods  specific  questions  about  how  the 
articles  stand  wear,  what  kind  of  service  a  machine  has  given, 
the  time  it  has  saved,  etc.  Such  questions  will  bring  out  the 
opinions  of  the  user  on  definite  points. 


ciAsk  the  Tnan  rOho  ovOns  one 


JKobl  Alganqum 


I  take  great  pleasure  in  expressing  to  you  my  entire  satisfaction  with  the 
Packard  Twin-Six.  Everything  that  you  promised  with  regard  to  the  car 
has  been  fulfilled.  Added  to  its  well  known  quality  as  a  luxurious  vehicle, 
it  has  exploited  the  practical  and  enduring  qualities  of  a  truck  in  the  trip 
that  I  have  just  finished  in  it,  from  Los  Angeles  to  New  York.  No  car  made 
could  have  stood  the  superlative  test  of  that  journey  any  better  than  the 
Twin-Six. 

We  twice  had  to  dig  it  out  of  sand  and  twice  out  of  adobe  mud,  and  en- 
countered chuck  holes,  ruts  and  stones  of  every  description.  The  Twin-Six 
responded  absolutely  to  every  demand. 

In  spite  of  the  enforced  change  of  gears  because  of  the  holes  and  ruts 
before  mentioned,  we  averaged  ten  miles  to  a  gallon  of  gas,  which  I  deem 
quite  wonderful  under  the  circumstances. 

I  write  this  letter  without  any  solicitation  on  your  part,  simply  because 
the  car  has  absolutely  won  me. 

Anybody  you  wish  to  refer  to  me  as  to  the  mei  its  of  your  motor,  1  will 
cheerfully  explain  in  detail  all  the  virtues  I  know  your  car  to  possess. 


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39 


40         CATALOGS,  BOOKLETS,  AND  FOLDKRS      §  19 

The  exact  wording  of  a  testimonial  should  be  followed  so 
far  as  it  is  possible  to  do  so,  though  unnecessary  statements 
may  be  omitted,  errors  and  awkward  expressions  corrected, 
and  the  sentences  arranged  so  that  they  will  read  smoothly. 
It  is  a  good  plan,  when  dealing  with  indorsers  in  the  ordinary 
walks  of  life,  to  get  permission  to  edit  their  statements.  Then 
no  complaints  are  likely  to  arise  from  the  publication  of  the 
matter  in  slightly  different  form  from  that  in  which  it  was 
written. 

48.  Testimonials   From   Various   Localities. — It   is 

sometimes  a  good  plan  to  see  that  the  testimonials  in  a  catalog 
are  from  various  parts  of  the  territory  that  the  advertiser 
expects  to  cover,  so  that,  in  correspondence,  an  inquirer  may 
be  referred  to  an  indorser  that  he  knows,  or  at  least  some  one 
in  his  city  or  state.  Undoubtedly,  people  are  more  interested 
in,  and  influenced  by.  letters  from  neighbors  and  near-by 
people  than  they  would  be  by  letters  from  distant  points. 

49.  Proper  Place  in  Catalogs,  Etc.  for  Testi- 
monials.— Where  there  are  many  testimonials  they  are  some- 
times printed  in  a  separate  book.  Fig.  26  is  a  page  from  such 
a  book  published  by  the  Packard  Motor  Company.  A  good 
practice  is  to  print  some  of  the  best  testimonials  along  with 
the  description  of  the  goods,  where  a  reader  is  almost  com- 
pelled to  read  them.  For  instance,  a  page  dealing  with  the 
wearing  qualities  of  an  article  is  a  good  place  for  a  testimonial 
setting  forth  the  fact  that  the  article  did  wear  well.  Also, 
testimonials  that  are  particularly  strong  in  some  one  feature 
should  be  inserted  in  the  part  of  the  circular  dealing  with  that 
feature  of  the  advertised  goods.  A  typographical  style  may 
be  adopted  that  permits  a  testimonial  to  be  inserted  at  the 
bottom  of  each  page  or  at  the  outside  margin  of  each  page,  as 
shown  in  Fig.  27.  If  the  testimonials  are  good,  they  should  be 
placed  near  the  arguments  that  they  support — not  where  they 
may  be  overlooked. 


§  10      CATALOGS,  liOOKLETS,  AND  FOLDERS         41 


ARRANGING    COPY    FOR    THE    PRINTER 

50.  The  writer  of  advertising  literature  wiU  find  that  it 
pays  to  prepare  his  copy  completely  before  sending  it  to  the 
printer ;  that  is,  he  should  furnish  the  exact  amount  of  matter 
for  the  available  space  as  nearly  as  he  can  determine  it,  have 
the  headings,  illustrations,  etc.,  in  the  copy  where  he  wishes 
them  used,  and  have  everything  correct  as  to  capitalization, 
punctuation,  compounding,  etc.  If  this  is  not  done,  and  the 
author  wishes  to  add  or  cut  out  some  matter  or  to  put  in  an 
extra  illustration  after  the  proof  has  been  received,  it  may  be 
necessary  to  reset  much  of  the  copy  or  to  rearrange  all  the 
pages.  Unless  an  equivalent  amount  of.  matter  can  be  cut 
out,  a  few  added  lines  may  mean  that  all  the  pages  will 
have  to  be  rearranged,  and  this  may  throw  illustrations  in 
the  wrong  pages,  make  references  in  the  text  to  certain  pages 
erroneous,  etc. 

If  certain  portions  are  to  be  set  in  smaller  type  or  m 
narrower  measure  than  the  main  text,  directions  to  that  effect 
should  be  written  on  the  copy.  The  printer  should  not  be 
expected  to  guess  the  writer's  wishes.  His  rule  is  to  "follow 
copy,"  and  he  will  not  vary  from  the  regular  style  of  setting 
unless  instructed  to  do  so. 

51.  It  is  advisable  to  do  the  editing  on  the  original  copy 
and  to  do  it  before  the  job  is  handed  to  the  printer.  Of 
course,  it  is  often  necessary  to  make  slight  changes  in  word- 
ing after  the  proof  has  been  received,  but  as  changes  are 
expensive  and  often  cause  delays,  they  should  be  avoided  as 
much  as  possible. 

If  the  copy,  after  editing,  is  full  of  corrections  and  inter- 
lineations, it  is  well  to  have  it  rewritten.  The  printer  cannot 
do  either  rapid  or  good  work  if  he  has  to  follow  puzzling  copy. 
Typewrite  it  wherever  possible. 

In  Fig.  28  is  shown  an  example  of  fair  copy  for  a  booklet 
page.  Although  this  copy  has  some  corrections  on  it,  they 
are  indicated  clearly.  The  number  in  the  right-hand  corner 
is  the  number  of  this  sheet  of  copy.     The  writer,  as  a  <^uide 


(u) 


OTHER  USES  FOR  THE  PHONOGRAPH 


la    there   an    invalid    in   *i»«^horae?     Let    the^Phono- 
graph   »ilti  1  a  av/ay   the.houri  f  or  hor .     Perhaps    it    is 
an  old  man  whose  nemories  are  all  in   the  past. 
Let   the  Phonograph  sing  the   songs  that   he  loves, 

A 

Are    the   children  hard   to  amuse?     The  Phonograph 
never   fail/s   to  keep  them  out  of  mischief. 

Do  you   live   in   the   country;     Buy  a  Bhonog.-aph 

and  get  at   small  cost  what  people   in   the  cities  pay  one  or  two 

dollars  a  night   to  hear,      ^n   tVi^n  iwnjt.  You  can,   at   insignificant 

cost,   keep   in   touch  with  the  world  of   entertainmentf^ftnd  manic. 

Are  you  wondering  what  you  will  take  with  you  on  your  vacation 

or  what  you  will  carry   along  when  you  go  home  for  the  holidays. 

Let    i£  be  an  Edison  phonograph  and  a  good  assortment  of   records; 

this  outfit  never  fail/s  to  please;    it   will  make  you  a, welcome  guest 

everywhere.      It    is  easily  carried   takes   up  practically  no  room. 

A 

Is   there   a  boy  in  the  family   in  whom  you  want  to  create  a  spirit 
of  business  enterprise?     You  could  not   do  better  than   to  buy  ^ 
him  a  Phonograph  and  let  him  arrange  Phonograph  Concerts.        In 
this  booklet  we   give   suggestions  for  conducting  phonograph  enter- 
tainments.     It    is  easy  to  get  people   to  buy  tickets        •>■  y 
for  an   entertainment   if  you  are  able   to  give   some-             C    y  1 
thing  to  please  everybody,   and   that   is  always  possible         ^ 
with  a  Phonograph.     Boys  all  over  the  country  maVe          I      / 
money   in   this  way.     A  brignt  youngster  can  soon  earn     J  , 

the  cost  of  «m  outfit. 

Fig.  28 


42 


§1!>      CATALOGS,  BOOKLETS,  AND  FOLDERS         4:\ 

to  the  compositor,  has  indicated  by  a  note  that  the  copy  is  to 
fill  page  3  of  the  catalog  and  also  shows  that  two  cuts  are 
to  be  used  on  the  page.  The  number  used  in  referring  to  a 
cut  corresponds  to  the  number  on  the  back  of  the  cut  itself; 
this  method  of  marking  prevents  the  wrong  cut  from  being 
used.  If  proofs  are  available,  it  is  a  still  better  plan  to  paste 
proofs  of  the  cuts  in  the  dummy  as  well  as  in  the  copy. 

52.  Guide  Sheet  for  Printer. — On  complicated  jobs, 
some  writers  prepare  a  guide  sheet  .  for  the  printer.  The 
purpose  of  this  sheet  is  to  show  what  is  to  go  on  each  page 
from  the  first  cover  to  the  fourth.  Following  is  shown  how 
such  a  sheet  may  be  arranged : 

Akuangement  of  Connor's  Catalog 

First  cover Two-color  cut  furnished  you 

Second  cover Blank 

Page  1 Title  page 

Page  2 Copyright  notice 

Page  3 Preface 

This  arrangement  is  continued  to  the  end  of  the  book. 
A  guide  of  this   sort   will   enable   the   printer  to  page  the 
matter  properly,   when  otherwise  the  complexity  of  the  copy 
mi<i"ht  be  confusinsj. 


CORRECTING  PROOF  AND  MAKING  UP 
PROOF  DUMMY 
53.  Cutting-  Down  Pages  Tliat  Overrun. — In  cutting 
down  proof  that  shows  a  page  to  be  too  long,  the  cutting 
should  be  done,  if  possible,  where  the  changes  can  be  made 
easily,  as  shown  in  Fig.  29.  The  notation  "6  lines  of  6-pt. 
long"  in  this  figure  was  made  by  the  proof-reader  when  the 
page  was  measured.  Note  that  in  cutting  out  the  superfluous 
lines  the  writer  has  selected  lines  at  or  near  the  ends  of 
paragraphs,  so  as  to  enable  the  printer  to  lift  the  matter  out 
without  disturbing  the  remainder  of  the  paragraph.  By  cut- 
ting out  the  8-point  words,  "The  Merchants'  Guide,  in  a  late 
issue,  says,"  and  setting  "Merchants'  Guide"  in  Italic  at  the 
end  of  the  last  line  of  the  6-point  matter,  the  space  of  8  points, 


How  to  Become  a  Window  Trimmer 


SOME  time  ago,  500  of  tlie  leading  merchants  of  tlie  l.'nited  States  were 
asked  this  question  "What  plan  of  ad\ertising  would  you  retain  if  you 
were  forced  to  chose  one  method  and  give  up  all  others?"  More  than 
95  per  cent,  of  the  merchants  answered  in  favor  of  displaying  their  goods,  in 
preference  to  all  other  forms  of  publicity  The  store  window  is  today  the 
great  "silent  salesman",  often  it  sells  more  goods  than  a  force  of  well-trained 
clerks.  It  attracts  every  passcr-hy  and  draws  within  the  store  thousands  that 
otherwise  would  not  think  of  purchasing. 

Window  Trimmers  in  Demand 

Persons  unfamiliar  with  the  rapid  rise  of  this  new  profession  scarcely 
realize  that  there  are  thousands  of  stores  that  employ  anywhere  from  one  to 
twelve  persons  for  this  highly  important  work. 


The- Merchants'  Guide,  in  a  late  isoac.  says 


If  any  of  Ihe  dei»artment-store  proprietors  of  Philadelphia  or  New  York 
had  been  told  10  years  ago  that  they  would  be  employing  twelve  men  through- 
out  the  year  to  dress  their  store  windows,  they  would  have  been  incredulous. 
Nevertheless,  this  has  become  a  realil^»«d— f^ 


The  demand  for  competent  window  trimmers  is  far  in  excess  of  the 
supply,  consequently  salaries  are  high.  The  fairly  well-equipped  window- 
trimmer  will  average  $25  a  week,  while  the  men  in  the  front  rank  of  the 
profession — those — who — originate — &t-F»n^ 
■plays — receive  as  much  as  $75  a  week. 


Our  method  of  teaching  Window  Trimming  and  Mercantile  Decoration 
IS  as  clear  and  simple  as  instruction  could  be  on  any  subject,  in  fact,  the 
great  number  of  fine  illustrations  in  the  Instruction  Papers  make  the  subject 
an  extremely  easy  one  for  us  to  teach. 

It  is  not  necessary  that  a  student  should  be  employed  in  a  store  to  carry 
on  his  practice  work  successfully.  In  fact,  even  if  he  were  so  employed,  no 
proprietor  would  allow  him  in  his  early  work  to  take  down  bolts  of  goods 
and  twist  and  rumple  them  into  puffs,  festoons,  etc.,  he  must  be  able  to  do 
these  things  skilfully  before  he  will  be  allowed  to  use  expensive  fabrics. 
In  Window  Trimming  and  Mercantile  Decoration,  just  as  in  other  lines  of 
endeavor,  llw  student  must  leant  hovi  to  do  his  work  before  altemt>ting  to 
secure  ctuployiiient  at  it  Hence,  this  preliminary  work  is  best  done  by  the 
student  at  his  home  where  he  can  practice  intelligently  and  without  embar- 
rassment. No  outfit  of  any  consequence  is  needed.  Tacks,  a  hammer  and 
saw,  some  pins,  scissors,  and  a  few  yards  of  cheese  clfth  will  suffice  for 
material  with  which  to  practice  making  plaits,  putTs,  etc. 

Country  Clerk  to  City  Window  Trimmer 


Al   the  time  of  my  enrolment  for  your  Window  Trimming  Course.  1    was 

Employed   as  a   clerk  in  a   small   country   store.      1   came  to   the  city  and    by 

howing  specimens  and  photographs  of  my  work  I  secured  a  good  position  as 

.indow  trimmer  at  a  large  increase  in  salary      My  displays  are  much  admired, 

nd  I  have  had  offers  from  several  other  stores  here 

i  def  of  ijuooess  in  a  plotc   1   could   not  Iwivc  fcnohcd  if  1   hud  not  lalien  your 

/  Courae.  S.  Wilton,  Stockton,  Cal 


G  ui'c/e 


76>  w-h^ 


Fig.  29 


How  to  Become  a  Window  Trimmer 


SOME  time  ago,  500  of  the  leading  merchants  of  the  United  States  were 
asked  the  question  "What  plan  of  advertising  would  you  retain  if  you 
were  forced  to  choose  one  method  and  give  up  all  others?"  More  than 
95  per  cent,  of  the  merchants  answered  in  favor  of  displaying  their  goods,  in 
preference  to  all  other  forms  of  publicity  The  store  window  is  today  the 
great  "silent  salesman";  often  it  sells  more  goods  than  a  force  of  well-trained 
clerks.  It  attracts  every  passer-by  and  draws  within  the  store  thousands  that 
otherwise  would  not  think  of  purchasing. 

Window  Trimmers  in  Demand 

Persons  unfamiliar  with  the  rapid  rise  of  this  new  profession  scarcely 
rtealize  that  there  are  thousands  of  stores  that  employ  anywhere  from  one  to 
twelve  persons  for  this  highly  important  work. 

If  any  of  the  department-store  proprietors  of  Philadelphia  or  New  York 
had  been  told  10  years  ago  that  they  would  be  employing  twelve  men  through- 
out the  year  to  dress  their  store  windows,  they  would  have  been  incredulous. 
Nevertheless,  this  has  become  a  reality. — Merchant's  Cuide. 

The  demand  for  competent  window  trimmers  is  far  in  excess  of  the 
supply,  consequently,  salaries  are  high.  The  fairly  well-equipped  window 
trimmer  will  average  $25  a  week,  while  the  men  in  the  front  rank  of  the 
profession  receive  as  much  as  $75  a  week. 

Our  method  of  teaching  Window  Trimming  and  Mercantile  Decoration 
is  as  clear  and  simple  as  instruction  could  be  on  any  subject,  in  fact,  the 
great  number  of  fine  illustrations  in  the  Instruction  Papers  make  the  subject 
&n  extremely  easy  one  for  us  to  teach. 

It  is  not  necessary  that  a  student  should  be  employed  in  a  store  to  carry 
on  his  practice  work  successfully.  In  fact,  even  if  he  were  so  employed,  no 
proprfetof  would  allow  him  in  his  early  work  to  take  down  bolts  of  goods 
and  twist  and  rumple  them  into  puffs,  festoons,  etc.  he  must  be  able  to  do 
these  things  skilfully  before  he  will  be  allowed  to  use  expensive  fabrics. 
In  Window  Trimming  and  Mercantile  Decoration,  just  as  in  other  lines  of 
endeavor,  the  student  must  learn  how  to  do  his  work  before  attempting  to 
secure  employment  at  it.  Hence,  this  preliminary  work  is  best  done  by  the 
Student  at  his  home  where  he  can  practice  intelligently  and  without  embar- 
rassment. No 'outfit  of  any  consequence  is  needed.  Tacks,  a  hammer  and 
saw,  some  pins,  scissors,  and  a  few  yards  of  cheese  cloth  will  suffice  for 
material  with  which  to  practice  making  plaits,  puffs,  etc. 

Country  Clerk  to  City  Wijidow  Trimmer 

At  the  time  of  my  enrolment  for  your  Window  Trimming  Course,  I  was 
employed  as  a  clerk  in  a  small  country  store.  I  came  to  the  city  and  by- 
Showing  specimens  and  photographs  of  my  work  I  secured  a  good  position  as 
window  trimmer  at  a  large  increase  in  salary.  My  displays  are  much  admired, 
and  I  have  had  offers  from  several  other  stores  here.     S.  Wilton,  Stocktouj  Cal. 

Fig.  30 


45 


40         CATAT.OCiS,  BOOKLETS.  AND  FOLDRRS       §1!) 

or  1?,  lines,  was  taken  out.  In  Fig.  30  is  shown  a  reproduction 
of  the  page  as  cut  down.  It  is  comparatively  easy  for  the 
printer  to  take  out  lines  at  the  ends  of  paragraphs,  but  if 
extensive  changes  are  made  at  other  places,  it  may  necessitate 
resetting  the  entire  paragraph  or  even  the  entire  page,  and 
extra  charges  will  be  made  by  printers  for  changes  of  this 
kind.  Therefore,  whenever  possible,  it  is  well  to  avoid  making 
changes  in  the  middle  of  a  paragraph. 

54.  Proof  Dummy  to  Guide  Printer. — In  preparing 
catalogs  and  booklets  of  more  than  a  few  pages,  it  is  customary 
for  the  author  to  be  furnished  with  a  duplicate  copy  of  the 
proof,  with  which  he  makes  up  a  dummy  by  pasting  in  the 
pages  just  as  they  will  come  in  the  finished  printed  book.  This 
is  a  proof  dummy  for  the  guidance  of  the  make-up  man  and 
should  not  be  confounded  with  the  first  dummy  made  up  to 
show  the  style  of  the  finished  book. 

This  procedure  is  not  necessary  if  the  circular  is  a  small 
one  set  in  plain  text,  in  which  the  printer  makes  up  his  type 
into  pages  and  submits  the  first  proof  in  page  form  with  pages 
niunbered,  etc.  P)Ut  if  the  job  has  not  been  laid  out  carefully  and 
the  printer  does  not  know  what  is  to  go  on  the  various  pages, 
the  only  thing  he  can  do  is  to  submit  proofs  in  galley  form 
and  let  the  author  make  a  dummy  from  the  duplicate,  showing 
what  is  to  go  on  the  different  pages,  what  is  to  be  left  out.  if 
anything,  and  so  on.  Then  the  printer  can  submit  the  second 
proof  in  page  form.  Where  there  are  page  illustrations  and 
any  special  arrangement,  it  is  the  safer  plan,  whether  proofs 
are  in  page  form  or  not,  to  have  a  duplicate  proof  and  make  up 
a  dummy.  If  the  first  proof  is  fairly  clean  and  little  or  no 
matter  is  added  or  cut  out,  the  dummy  may  be  made  up  with 
a  duplicate  of  the  first  proof,  and  then  the  second  proof — 
submitted  by  the  printer  in  page  form — will  need  little  or  no 
further  correction,  but  may  receive  the  author's  O.  K.  and  be 
released.  This  making  up  of  the  dummy  with  a  duplicate  of 
the  first  proof  is  especially  desirable  where  the  printer  has 
no  page  plan  to  follow  and  has  the  type  in  galleys.  The 
dummy  enables  him  to  submit  the  second  proof  in  pages. 


§19      CATALOGS,  BOOKLltTS,  AND  FOLDERS  47 

With  large  jobs,  however,  even  if  the  copy  is  laid  out  as  to 
pages,  if  illustrations  are  used  and  there  is  much  changing, 
adding,  or  cutting  down  on  the  first  proof,  it  is  better  to  wait 
until  a  duplicate  of  the  revised  proof  can  be  had  before  making 
up  the  dummy.  After  making  up  the  dummy,  new  matter 
should  not  be  added  to  full  pages  of  the  proof  unless  a  corre^ 
sponding  amount  is  cut  out  somewhere. 

55.  The  object  of  the  proof  dummy  is,  of  course,  to  show 
the  printer  the  exact  arrangement  of  the  matter  from  the  first 
to  the  last  page.  If  the  printer  goes  wrong  with  a  properly 
pasted  proof  dummy  before  him  as  a  guide,  it  will  be  due  only 
to  inexcusable  carelessness,  while  without  a  dummy  .it  is  an 
easy  matter  for  the  pages  of  a  large  circular  to  become  dis- 
arranged. 

Some  old  circular  of  the  proper  size  and  number  of  pages 
may  be  used  for  a  dummy  (a  larger  circular  trimmed  down  will 
answer  the  purpose),  but  the  writer  should  be  careful  to  cover 
up  all  the  old  matter  with  the  duplicate  proof  he  is  using.  If 
some  heads  or  foot-notes  of  the  old  pages  are  left  uncovered, 
the  printer  may  take  them  for  new  copy  and  set  them  up.  In 
making  .up  the  proof  dummy,  if  the  matter  to  be  used  on  any 
particular  page  is  too  long  and  some  lines  are  cut  out  to  make 
it  fit  the  space,  paste  the  whole  proof  of  the  matter  on  the 
page,  turning  up  the  proof  at  the  bottom  to  indicate  the  number 
of  lines  cut  out.  These  may  be  cut  out  anywhere  convenient 
on  the  page,  but  such  changes  should  be  marked  on  the  official 
proof,  not  on  the  dummy. 

If  a  page  in  a  catalog  is  to  be  left  blank,  paste  a  blank  piece 
of  paper  in  the  proof  dummy  and  write  on  it  "This  page  to  be 
left  blank,"  or  simply  "blank."  When  it  is  borne  in  mind  that 
a  little  oversight  may  spoil  a  fine  catalog  or  booklet,  the  writer 
cannot  be  too  careful  in  making  directions  so  plain  that  the 
printer  cannoi  misunderstand.  A  large  printing  house  will 
have  many  jobs  on  hand  at  one  time,  and  it  is  never  wise  to 
trust  anything  to  memory  or  to  give  oral  directions.  Write 
all  directions,  and  write  plainly.  If,  on  the  original  proof,  a 
paragraph   of   matter   or   an    illustration    was   ordered    trans- 

JC6C— 16 


48         CATALOGS,  BOOKLETS,  AND  FOLDERS      §  10 

ferred  from  one  page  to  another,  paste  the  dupHcate  proof  of 
such  transferred  matter  on  the  page  of  the  dummy  that  it 
should  occupy  finally.  Sometimes,  cover  pages  are  set  up  and 
approved  before  inside  pages  are.  In  such  cases,  the  cover  of 
the  proof  dummy  should  be  marked,  "Proof  for  this  page 
already  O.  K'd." 

Never  cut  up  an  official  or  an  original  proof  to  make  a 
dummy.  This  is  an  important  rule  to  observe.  Cutting  up 
an  original  galley  proof  makes  it  harder  for  the  printer  to  find 
the  matter  and  make  corrections.  Always  call  for  a  duplicate 
proof  for  making  up  a  dummy.  The  superfluous  margins  on 
the  duplicate  proof  may  be  trimmed  ofif. 

56.  Corrections  on  Official  Proofs. — No  corrections 
should  ever  be  noted  on  the  duplicate  proof  that  is  used  to 
make  up  the  dummy.  All  changes,  additions,  etc.  should  go 
on  the  original,  or  official,  proof.  The  proof  dummy  is  used 
merely  to  show  the  position  of  the  matter — order  of  pages, 
not  corrections  or  additions.  It  would  be  very  confusing  to 
the  printers  if  some  corrections  were  made  on  the  official  proof 
and  others  made  on  the  dummy. 

It  is  often  the  case  with  circulars,  as  with  advertisements, 
that  a  few  words  added  to  a  short  final  line  of  a  paragraph 
improve  the  appearance.  Sometimes  the  proof  shows  that  a 
head  should  be  shortened  or  lengthened.  Such  changes  add 
a  little  extra  expense. 

Ordinarily,  it  should  not  be  necessary  to  sec  a  third  proof 
on  a  catalog  or  booklet  job.  In  fact,  the  first  proof  should  be 
handled  so  well  that  the  revised,  or  second,  proof  will  be  read 
merely  to  be  sure  that  all  corrections  and  changes  have  been 
made. 


INDEXING    AND    PUTTING    IN    PAGE    NUMBERS 

57.  Where  it  is  impossible  for  the  writer  in  making  up  his 
copy  to  determine  on  what  pages  certain  items  will  go,  an  index 
may  be  made  up  after  the  proof  is  received  and  the  matter 
paged.  It  is  better,  and  saves  time,  however,  to  make  up  the 
index  as  a  part  of  the  original  copy,  if  such  a  thing  is  possible. 


§19      CATALOGS,  BOOKLETS,  AND  FOLDERS         49 

Likewise,  it  is  better  to  put  page  numbers  in  the  original  copy 
where  references  are  made  in  the  text  to  other  pages ;  but  when 
it  is  not  possible  to  do  this,  the  copy  may  read  "Page  "  a 

blank  space  being  left  for  the  page  number,  which  may  be 
inserted  the  first  time  that  the  proof  shows  on  which  page  the 
item  is  to  appear. 


DIRECT  ADVERTISING 


PURrOSE  AND  3IETHODS  OF  DIRECT 
ADVERTISING 


INTRODUCTION 

1.  The  method  of  advertising  by  which  various  forms  of 
printed  matter  or  samples  are  distributed,  by  mail  or  other- 
wise, direct  from  the  advertiser  to  the  prospect  is  called  direct 
advertising-. 

There  are  at  least  fifteen  different  methods  or  means  of 
direct  advertising;  namely,  letters,  blotters,  circulars,  catalogs, 
booklets,  folders,  mailing  cards,  broadsides,  sales  letterheads, 
envelope  enclosures,  novelties,  portfolios,  poster  stamps,  house 
organs,  and  sampling. 

Though  this  form  of  advertising  has  been  used  with  good 
effect,  its  importance  is  not  so  generally  recognized  as  is  that 
of  some  other  forms  of  business  getting.  It  is,  however, 
estimated  that  in  the  United  States  over  one  hundred  million 
dollars  is  invested  yearly  in  this  form  of  advertising  and  a 
large  part  of  this  amount  is  spent  for  printed  matter. 

2.  Advantages  of  Direct  Advertising. — Direct  adver- 
tising may  be  said  to  have  the  following  eight  advantages :  ( 1 ) 
The  personal  appeal,  the  appeal  being  made  direct  to  the  pos- 
sible prospect;  (2)  it  can  be  used  to  supplement  all  other  forms 
of  advertising,  and,  by  reason  of  the  personal  appeal,  with  tell- 
ing effect;  (3)  to  a  large  degree,  waste  circulation  may  be 
eliminated  by  the  use  of  picked  lists ;  (4)  quick  action  may  be 

COPYRIGHTED     BY     INTERNATIONAL    TEXTBOOK    COMPANY.        ALU    RIGHTS     RESERVED 

§20 


2  DIRECT  ADVP:RTISIXG  §  L'O 

taken  on  any  direct  campaign  because  it  is  possible  to  sub- 
divide the  mailings  or  distribution,  to  get  the  offers  to  the 
prospects  at  a  set  time;  (5)  keyed  results  can  be  secured, 
because  there  is  complete  control  of  the  distribution ;  (6)  the 
campaign  succeeds  or  fails  promptly,  because  direct  advertis- 
ing tells  the  tale  quickly ;  the  complete  order  blank,  etc.,  may 
be  sent  along  and  the  prospect  must  decide  very  soon;  (7)  the 
campaign  will  be  secret  to  a  large  extent  and  competitors  can- 
not easily  find  out  what  the  sales  plan  is ;  (8)  as  a  rule,  the 
expense  of  a  direct  campaign  is  less  than  by  other  means. 

The  tendency  of  the  times  is  toward  cutting  out  lost  motion, 
reducing  the  number  of  operations,  etc.,  and  the  importance  of 
direct  advertising  as  one  means  of  doing  this  is  being  recog- 
nized. Several  organizations  doing  millions  of  dollars  of  busi- 
ness each  year  have  been  built  up  almost  entirely  by  direct 
advertising  through  the  mails,  although  in  some  cases  new 
names  have  been  secured  through  magazine  campaigns.  One 
mail-order  house  conducted  an  extensive  magazine  advertising 
campaign  to  sell  an  encyclopedia,  but  that  campaign  was  backed 
up  with  direct  advertising. 

3.     Not  All  Direct   AdvertLsins'   is   Done   by   Mail. 

Though  much  direct  advertising  is  done  by  mail,  there  is,  per- 
haps, as  much  done  by  other  means.  For  example,  the  Inter- 
national Correspondence  Schools,  of  Scranton,  Pa.,  conduct  an 
effective  direct  advertising  campaign  by  distributing  pieces  of 
advertising  literature  in  factories  and  offices,  and  by  means  of 
exhibits. 

Nearly  all  of  the  prominently  advertised  packaged  articles 
contain  in  each  package  one  or  more  circulars  advertising 
some  other  brand  of  the  line  or  a  kindred  line  put  out  by  the 
same  manufacturer,  and  hundreds  of  thousands  of  catalogs, 
booklets,  etc.  are  delivered  personally  every  year  by  salesmen 
and  dealers  calling  on  prospective  customers. 

Many  a  piece  of  direct  advertising  that  is  classed  under  the 
term  "envelope  enclosure"  never  is  enclosed  in  an  envelope, 
but  is  used  as  a  bundle  enclosure,  or  handed  out  over  the  retail- 
er's counter.    This  is  true  also  oi  blotters,  folders,  etc. 


§  20  DIRECT  ADX'ERTISING  3 

4.  Place  of  Direct  Advertising-  in  a  General  Cam- 
paign.— It  is  seldom  that  a  complete  campaign  is  made  up  of 
direct  advertising.  Usually  this  form  is  supplemental  to  other 
forms.  An  agency  that  has  specialized  in  direct  advertising 
for  forty  years  recently  made  this  statement :  "We  never  try 
to  tell  people  that  they  should  use  the  direct  advertising  method 
to  the  exclusion  of  every  other  form  of  advertising,  but  always 
urge  them  to  dovetail  direct  advertising  in  with  other  forms. 
We  know  that  in  many  cases  firms  have  received  better  results 
from  the  use  of  our  mailing  folders  than  from  the  trade  papers, 
but  we  have  felt  that  the  very  fact  that  they  had  an  announce- 
ment in  the  trade  papers  helped  because  that  advertisement 
made  it  seem  that  the  direct-advertising  literature  did  not  come 
from  an  altogether  strange  concern." 

There  are  many  ways  in  which  direct  advertising  can  be 
dovetailed  into  different  campaigns,  and  how  this  may  be  done 
will  be  explained  further  on. 

5.  Various  Channels  for  Direct  Advertising- 
Appeal. — The  same  advertising  appeal  may  be  made  by 
means  of  a  piece  of  direct  advertising  in  any  one  of  the  fifteen 
dififerent  channels  mentioned  in  Art.  1. 

For  instance,  the  problem^ may  be  to  increase  the  sale  of  jugs. 
The  advertiser  may  secure  a  list  of  firms  using  jugs  in  quanti- 
ties, and  send  to  them  either  form  letters,  or  personal  letters 
offering  the  jugs.  If  the  form  letter  is  chosen,  after  having 
decided  whether  or  not  the  prospect's  name  should  be  filled  in, 
the  next  problem  would  be  to  decide  whether  the  letter  should 
go  under  1-cent  or  3-cent  postage,  and  what  sort  of  signature 
it  should  have.  A  pen-and-ink  signature  may  be  used  or  a 
mechanical  signature,  or  none  other  than  the  printed  signa- 
ture, as  was  explained  in  the  section  on  Advertising  Letters. 

Then  could  be  used  any  or  all  of  the  other  fourteen  methods 
of  selling  jugs  if  it  seemed  advisable  and  funds  permitted. 
This  would  be  conducting  the  entire  campaign  by  direct  adver- 
tising, which,  however,  is  not  the  usual  method. 


DIRIXT  Arn'KRTISlXr.  §20 


MEANS   OF  DIRECT  ADVERTISING 


FORM  LETTFRS   AMI   FOI,f,OAV-I  P   SYSTEMS 

0.  The  construction  of  business-getting  letters  and  the 
investigations  that  must  be  made  before  such  letters  can  be 
written  have  been  treated  in  the  Section  on  Advertising  Let- 
ters, and  mention  was  there  made  of  the  facsimile,  form,  or 
printed,  letter.  Because  the  form  letter  is  such  an  important 
means  of  direct  advertising,  a  further  treatment  of  its  use  and 
a  fuller  consideration  of  what  arc  called  follow-up  systems 
will  be  given. 

7.  Use  of  Form  Letters  Alone. — JMany  sales  arc  made 
directly  by  the  use  of  form  letters  alone ;  Fig.  1  is  an  example 
of  such  a  letter.  Some  retailers  send  out  to  their  customers 
form  letters  calling  attention  to  special  offerings.  Paper 
makers  and  printers,  advertisers  of  specialties,  and  solicitors, 
such  as  those  selling  advertising  space,  insurance,  or  service  of 
some  other  kind,  rely  on  the  form  letter  to  a  great  extent. 

8.  Form   Letters   as   Supplementary   Advertising. 

The  greatest  use  of  the  form  letter  is  probably  in  connection 
with  other  advertising  matter,  such,  for  instance,  as  catalogs, 
booklets,  etc.  Usually  a  form  letter  is  sent  out  with  a  catalog 
or  booklet,  especially  when  such  are  sent  in  response  to  inquir- 
ies resulting  from  advertisements,  and  often  a  series  of  letters 
is  used  in  following  up.  No  matter  how  attractively  a  catalog 
or  a  booklet  is  prepared,  or  how  thoroughly  it  covers  all  the 
selling  points  of  the  article  advertised,  its  canvassing  power  is 
strengthened  by  sending  a  good  form  letter  along  with  it.  The 
letter  has  a  power  that  no  catalog  possesses,  and  it  may  be  used 
not  only  to  give  a  directness  to  the  canvass,  but  also  to 
emphasize  particular  features  of  the  advertised  articles  or  of 
thfe  selling  plan. 

The  cost  of  getting  replies  to  advertisements  is  too  great  for 
inquiries  to  be  handled  carelessly.  It  sometiiues  happens  that 
where  the  cost  of  securing  orders  by  other  methods  is  prohibi- 


CHicAso  EDITED   BY   FRANK   SAMTER  lonoom 

The    Bus'ness    Sense    Company 

NEW     YORK,     N.     V. 

Wouldn't  you  spend  6  cents  a  day  to  increase  your  busineaa  or 
vour  salary? 

Even  on  the  slightest  conceivable  chance  that  you  could  get  only 
one  idea  of  real  business-building  or  salary-raising  value,  wouldn't 
you  spend  a  mere  nickel--the  cost  of  one  ordinary,  cheap  cigar--to 
secure  it? 

Think,  then,  of  securing  not  only  one  idea  but  1,200  pages  of 
them!  Not  ideas  that  MAY  help  to  increase  your  income,  but  ideas  that 
already  have  built  up  the  greatest  businesses  in  America;  ideas  that 
have  transformed  tiny  stores  into  giant  corporations;  ideas  that  have 
raised  $10-a-week  clerks  to  general  managers;  selling  ideas;  adver- 
tising ideas;  management  ideas;  ideas  for  the  factory,  office,  or 
store.  And  given  you  in  worked-out,  detailed  form,  mind  you,  entire 
systems  and  methods  of  getting  and  holding  business,  analyzed, 
explained,  and  made  ready  for  immediate  use  in  your  own  business. 

In  all  the  world  of  business,  not  even  an  attempt  has  ever 
before  been  made  to  give  such  aid  to  business  men  as  is  embodied  in 
the  "Business  Sense  Library."  In  its  1,200  pages  is  practically  con- 
densed the  life-time  experience  of  nearly  a  hundred  successful  men. 
Their  brains,  their  ideas,  their  very  working  methods  are  given  you 
in  Buch  simple,  attractive,  even  fascinating  form  that  to  read  them 
is  like  the  perusal  of  an  absorbing  story;  and  to  study  them  is  not 
only  a  matter  of  financial  gain,  but  a  matter  of  the  keenest  interest 
and  pleasure. 

And  6  cents  a  day  will  bring  these  six  handsome  volumes  to  your 
desk.  Really  they  cost  you  nothing,  for  you  pay  for  them  out  of  the 
money  they  will  enable  you  to  make,  the  customers  they  will  bring, 
the  goods  they  will  sell,  the  business  weaknesses  they  will  elimi- 
nate. And  is  there  any  red-blooded  business  man,  employer  or 
employe,  who  will  let  such  a  sum  deprive  him  of  such  aid--experience 
that  other  business  men  have  spent  thousands  and  worked  for  years 
to  obtain. 

Yet  even  this  is  not  all.   This  same  Identical,  trivial  6  cents 
a  day  also  brings  you  BUSINESS  SENSE,  the  famous  business  magazine! 
BUSINESS  SENSE,  the  source  of  inspiration  and  help  to  300  000  busi- 
ness men!  BUSINESS  SENSE,  the  150-page  monthly  that  is  crammed  to 
the  lid  with  the  kind  of  ideas  that  make  both  businesses  and  men. 
Practical,  tangible,  money-making  ideas  for  you. 

Merely  pin  a  $2   bill  to  the  coupon  in  the  circular  attached. 
Tear  out.  slip  in  an  envelope,  and  mail  to  us  at  our  risk.  The  bal- 
ance can  be  paid  in  monthly  instalments,  so  small  you  will  not  notice 
them,  a  fraction  more  than  6  cents  a  day--a  sum  that  the  ideas  in  a 
single  chapter  alone  will  repay  a  hundredfold  when  applied  to  your 
business.   But  the  time  to  begin  to  increase  profits  or  win  promotion 
is  always  at  once.  Sign  and  mail  the  coupon  today. 
Yours  very  truly 

THE  BUSINESS  SENSE  COMPANY 
Fig.  1 


6  DIRFXT  ADVERTISTXC.  -§20 

tivc,  the  use  oi  letters  in  addition  to  those  methods  will  increase 
the  sales  sufficiently  to  bring  the  cost  within  the  limit  fixed  by 

Chicaero  Cleveland  Philadelphia  San  Francisco  London 

Engineering  Record 

239  West  aO'."?  Street 

New  York 


August   23, 


Art  Metal  Construction  Co.f 
Jones  &  Gifford  Avs,, 
JaneBtovm,  1!»  Y» 


Dear  Sir 


"How  the  Parsons  Company  gets  orders  by  wire"  — 
The  enclosed  circular  tells. 

They  have  no  patent  on  the  method.  You  can  us© 
it  tco. 

If  you  want  to  know  exactly  how  to  fit  their 
method  to  your  needs,  just  to  tell  us  to  analyze 
your  sales  problems  in  the  light  of  our  knowledge 
of  the  civil  engineering  and  contracting  field. 
We'll  do  it  without  charge,  without  an  even  im- 
plied promise  from  you  to  accept  our  suggestions. 
May  we  serve  you  in  this  way! 
Very  trulj 

LWS/FCC 

Fic.  2 

the  advertiser.  Too  often,  however,  advertisers  spend  thou- 
sands of  dollars  to  get  inquiries  about  their  goods,  and  then 
allow  ineffective    form   letters  to  be   sent  out,   thus  throwing 


§20  DIRECT  ADVERTISING  7 

away  or  greatly  lessening  the  chance  for  sales.  The  importance 
of  the  personally  dictated  answer  to  incjiiiries  has  been  treated 
in  the  section  on  Advertising  Letters. 

9.  Cost  of  Form  Letters. — Where  printed  letterheads 
are,  furnished  by  the  customer,  a  1-page  letter  of  about  the 
character  of  that  shown  in  Fig.  2  will  cost  from  $3  to  $4  for 
a  single  thousand.  For  larger  orders,  the  cost  per  thousand 
will  be  materially  reduced ;  that  is,  for  2,000  lots  the  rate 
would  probably  be  from  $2.00  to  $2.25  a  thousand,  and  for 
10,000  lots  the  rate  would  likely  be  in  the  neighborhood  of 
$1.45  a  thousand.  These  prices  do  not  include  the  cost  of  let- 
terheads. If  the  printer  is  to  furnish  the  letterheads,  that  cost 
will  be  extra.  As  in  other  classes  of  printing,  prices  are  by  no 
means  uniform  among  printers;  therefore,  the  foregoing 
estimates  should  be  considered  merely  as  a  general  guide  in 
determining  the  cost  of  producing  form  letters. 

In  furnishing  the  printer  with  letterheads  for  form-letter 
jobs,  it  is  always  advisable  to  send  some  extra  copies,  say  about 
15  or  20  on  an  order  for  1,000,  and  50  or  75  on  an  order  for 
5,000.  In  getting  the  job  ready  for  printing  and  in  the  press- 
work,  a  number  of  letterheads  are  always  spoiled,  and  it  is 
necessary  for  the  printer  to  have  some  extra  copies  if  he  is  to 
furnish  the  full  count  of  perfect  letters  on  the  finished  job. 

10.  Number    of    Letters    in   a   Follow-Up    System. 

The  number  of  follow-up  letters  that  it  is  profitable  to  send 
depends  nuich  on  the  article  advertised,  the  margin  of  profit, 
and  the  class  of  people  to  whom  the  letters  are  sent.  Where 
the  article  is  something  that  most  persons  deliberate  over  for 
a  long  time,  such  as  purchasing  a  piano,  or  selecting  a  school 
for  a  daughter's  education,  a  longer  series  of  letters  would 
be  advisable  than  in  other  cases — perhaps  as  many  as  six  or 
eight,  or  even  more,  would  be  advisable.  AMiere  the  adver- 
tiser hopes  to  make  a  permanent  customer  of  the  in([uirer,  it 
is  obvious  that  he  can  afi'ord  to  spend  more  time  and  money 
on  a  follow-ui)  system  than  would  be  advisable  where  only 
one  sale  of  a  low-priced  article  could  be  made.  Ordinary  fol- 
low-up systems  stop  with  three  or  four  letters.    If  an  inquiry  is 


8  DIRECT  ADVERTISIXC.  §20 

referred  to  a  local  agent,  as  in  the  letter  shown  in  Fig.  3,  usually 
only  one  letter  is  sent.  The  local  dealer  is  then  expected  to 
look  up  the  inquirer  and  to  try  to  get  the  order.  However, 
as  local  dealers  and  agents  cannot  always  be  depended  on  to 
do  this,  some  advertisers  write  a  second  letter  for  the  express 
purj.ose  of  learning  whether  the  inquirer  has  had  his  need 
supplied.  If  the  local  dealer  does  not  supply  the  demand, 
some  advertisers  offer  to  sell  direct. 

One  mail-order  house  in  the  United  States  uses  just  one 
form  letter,  which  is  sent  at  the  time  that  the  large  catalog  of 

AMEIUCAN  PHONOGRAPH  CO. 

NEWARK,  N.  J. 

LONIION  BERI-IN 

AMEKICAX   niONOCHAl'JLS  brissels 


PARIS 


Mr.  S.  R.  Hall: 


^VXD  KECOliDS 

April  21. 


We  are  pleased  to  have  your  request  to  send  the  American 
Phonograph  Booklet  and  the  New  Catalog  of  Electric  Records, 
which  will  reach  you  with  this  letter  or  very  soon  after. 

Readers  say  the  booklet  is  mighty  interesting  with  its  new 
ideas  about  phonograph  music.   We  believe  you'll  find  it  so. 

The  American  Phonograph  is  a  new-idea  phonograph  because 
its  scientifically  modeled  tone  box  is  made  of  silver-grained 
spruce  (the  wood  used  for  fine  violins),  and  its  correctly 
designed  reproducer  which,  used  on  new-process  Electric 
Records,  gives  phonograph  music  without  a  trace  of 
ecratchiness. 

The  phonograph  as  it  is  in  the  American  has  proved  a 
delightful  home  entertainer.  And  with  all  its  superiority  the 
American  can  be  hid  at  a  surprisingly  low  cost. 

To  save  delay  and  transportation  charges,  we  have  referred 
your  inquiry  to  your  nearest  dealers.  Smith  &  Brown,  417  Wyoming 
Avenue,  Scranton,  Pa.,  who  will  write  to  you  or  call  on  you 
soon,  or  they  will  show  you  every  courtesy  if  you  find  it  con- 
venient to  call.   Yours  respectfully, 

AMERICAN  PHONOGRAPH  CO. 
l"iG.  3 

the  house  is  mailed.  The  catalog  is  complete  in  all  details,  the 
prices  are  very  low,  and  the  lowest  price  is  quoted  in  the  first 
and  only  letter.  If,  at  the  same  time,  the  inquirer  receives 
catalogs  and  letters  from  competitive  concerns  that  quote 
prices  a  little  high  with  the  expectation  of  offering  lower  ones 
in  follow-up  letters,  the  house  quoting  the  low  price  at  the  out- 
set has  the  best  chance  to  get  the  order.  Under  such  circum- 
stances, this  large  mail-order  lir^use  believes  that  if  the  first 
solicitation  does  not  make  the  sale,  follow-up  letters  would  be 
useless. 


§20  i)iRi:rr  ADViarnsiNCi  9 

11.  Planning  a  Follow-Up  System.— Not  every 
advertiser  can  judiciously  follow  tlYc  example  of  the  large 
mail-order  house  just  mentioned,  because  the  merchandise 
handled  by  that  house  is  chiefly  staple  goods,  the  price  and  the 
quality  of  which  are  the  main  selling  points,  and  no  prolonged 
argument  is  needed  to  convince  inquirers  of  the  utility  of  such 
articles  or  of  the  low  price.  Therefore,  in  planning  a  sales 
letter  for  any  line  of  business,  it  is  advisable  to  consider  care- 
fully what  is  to  be  the  nature  of  the  follow-up  methods  and 
whether  or  not  it  is  advisable  to  make  the  most  favorable  offer 
in  the  first  letter. 

Various  follow-up  methods  have  been  described  in  the  Sec- 
tion on  Advertising  Letters,  and  the  advisability  of  varying  the 
appeal  in  successive  letters  has  been  explained.  The  actual 
cutting  of  price  below  that  quoted  in  the  first  letter  is  a  pro- 
ceeding that  has  possibilities  of  trouble. 

The  difficulty  in  cutting  prices,  even  if  competitors  need  not 
be  considered,  is  that,  after  one  lower  quotation,  some  inquir- 
ers may  wait  to  see  if  a  still  lower  one  is  to  be  made.  If  the 
price  is  cut  several  times,  the  inquirer  may  lose  confidence  in 
the  advertiser,  or  during  the  long  delay  in  waiting  to  see  how 
low  the  price  will  be  cut,  the  inquirer  may  lose  interest  and 
conclude  that  he  does  not  need  the  article  anyhow.  While  all 
inquirers  may  not  be  affected  in  this  way,  there  are  usually 
enough  of  them  that  are  affected  to  make  the  policy  of  price 
cutting  in  follow-up  work  always  one  of  doubtful  value.  How- 
ever, there  are  ways  to  get  around  a  difficulty  of  this  kind.  If 
practicable,  a  smaller  quantity  of  the  goods  may  be  offered  at 
a  special  price  when  the  first  canvass  of  the  inquirer  fails  to 
bring  a  regular  order.  In  such  a  case,  the  advertiser's  argu- 
ment could  be  that  he  is  offering  the  smaller  quantity  as  a  trial 
order,  believing  that  when  the  customer  has  used  it  he  will 
order  more.  This  is  logical  and  will  allay  any  suspicion  that 
the  inquirer  may  have  of  the  cut  in  price. 

There  is  one  advertiser  who  starts  out  with  an  offer  of  a 
$10  supply  of  goods.  About  15  days  later,  when  he  thinks 
there  is  no  chance  of  securing  a  $10  order  from  the  prospec- 
tive, he  makes  an  offer  of  a  smaller  supply  at  $5,  and  15  days 


10  DIRECT  ADXERTISING  §20 

later,  if  no  order  is  received,  he  makes  a  special  offer  of  a  still 
smaller  supply  for  $2.5Cl  If  this  advertiser  were  to  make  all 
three  offers  at  the  outset,  many  inquirers  would  likely  take  the 
$2.50  offer,  whereas  if  they  knew  of  only  the  $10  offer,  the 
advertiser  would  be  able  to  sell  them  a  $10  supply  of  the  goods. 
There  is  an  enormous  amount  of  waste  in  some  follow-up 
systems.  For  instance,  many  advertisers  get  up  a  series  of 
five  or  six  letters  and  send  them  out  at  intervals  in  the  belief 
that  bringing  the  matter  to  the  attention  of  the  inquirer  every 
week  or  so  is  sure  to  land  an  order  eventually.  While  persis- 
tence is  a  valuable  factor  in  advertising  campaigns,  the  method 
as  carried  out  is  often  faulty.  Results  have  shown  that  a  great 
many  follow-up  systems  are  not  profitable  after  three  or. four 
letters  have  been  sent.  The  interest  of  an  inquirer  in  nine 
cases  out  of  ten  will  wane,  and,  as  a  general  rule,  the  letter 
that  reaches  him  two  months  after  his  inquiry  has  not  more 
than  one-fourth  the  chance  of  landing  an  order  that  the  first 
letter  had.  The  writer  should  determine  by  tests  whether  his 
system  is  profitable  or  not. 

12.  Expen.se  of  Follow-Up  Systems. — In  order  to 
market  an  article  successfully,  it  is  always  important  to  figure 
the  inquiry  and  follow-up  expenses  closely  so  that  they  may  be 
kept  within  bounds.  Suppose,  for  example,  that  an  article 
costing  $11  is  to  bp  sold  by  the  mail-order  plan  at  $25,  thus 
leaving  a  gross  profit  of  $14.  If  inquiries  cost  75  cents  each, 
and  experience  shows  that  on  an  average  only  one  sale  can  be 
made  for  every  four  inquiries,  there  will  be  an  inquiry  expense 
of  $3  for  each  sale ;  also,  if  the  cost  of  printed  matter,  postage, 
clerical  help,  etc.  rc«iuired  in  the  follow-up  system  is  90  cents 
for  each  in([uiry,  there  will  be  a  follow-up  expense  of  $3.60  to 
be  charged  against  each  sale.  These  two  expenses  will  make  a 
total  expense  of  $6.60  to  be  dedueted  from  the  gross  profit, 
leaving  the  net  profit  only  $7.40.  This  expense  would  not  be 
too  great  for  an  advertiser  doing  a  large  business,  but  if 
imiuirics  were  of  such  poor  ([uality  that  a  sale  could  be  made 
to  only  one  out  of  each  ten  inquiries,  it  is  plain  that  the  adver- 
tiser could  not  alTord  the  inquiry  expense  of  $7.50  and  the  fol- 


§  I'O  DIRFXT  ADVERTISING  11 

low-up  expense  of  $9  on  each  sale.  In  this  case,  the  expense 
of  either  the  inquiries  or  the  follow-up  would  have  to  be 
reduced. 

If,  however,  the  inquiries  cost  $1.50  each,  and  a  follow-up 
system  can  be  devised  that  is  effective  enough  to  make  sales 
to  half  of  the  inquirers,  this  advertiser  could  afford  to  spend 
several  dollars  on  his  follow-up  matter.  As  already  suggested, 
the  expense  of  the  first  sale  may  be  equal  to  the  entire  profit  or 
even  exceed  it  if  experience  shows  that  subsequent  sales  can 
be  made  at  little  expense  to  a  large  proportion  of  the  pur- 
chasers. 

13.  The  expense  of  following  up  inquiries,  as  well  as  the 
success,  depends  largely  on  the  quality  of  the  inquiries.  If 
they  are  from  persons  that  have  been  deceived  by  the  advertise- 
ment into  believing  that  they  will  get  something  for  nothing, 
there  will  be  few  sales  in  proportion  to  the  number  of  inquiries^ 
and  the  expense  will  be  large.  Even  when  the  advertisement 
is  properly  prepared,  the  inquiries  may  be  of  poor  quality 
because  of  the  use  of  the  wrong  medium.  For  instance,  an 
advertisement  of  expensive  motor  boats  inserted  in  a  jlivenile 
paper  might  bring  many  requests  for  the  handsome  catalog 
offered,  but  the  best  follow-up  letters  would  fail  to  bring  proper 
results. 

14.  Leng:th  of  Time  Between  Letters. — No  letters  of 
any  follow-up  system  should  be  sent  so  frequently  or  in  such 
numbers  that  they  will  annoy  those  who  receive  them.  On 
the  other  hand,  letters  should  not  be  sent  so  far  apart  that  the 
prospect  will  forget  about  the  subject.  The  actual  length  of 
time  depends  on  the  article,  the  method  of  selling,  the  distance, 
and  other  conditions.  Most  advertisers  send  letters  from 
10  days  to  2  weeks  apart. 


BI,<»TTKRS 


15.  Advertising-  blotters  are  so  generally  distributed 
that  blotters  are  bought  by  very  few  people — not  even  by 
large  business  concerns.     Blotters,  then,  offer  one  of  the  best 


Fig.  4 


§  20  DIRECT  ADVERTISING  13 

forms  of  direct  advertising  for  those  who  can  relevantly  use 
them,  and  nearly  all  lines  can  be  given  general  publicity 
through  the  use  of  blotters. 

If  the  advertising  appropriation  is  small  the  advertiser  will 
probably  find  blotters  worth  consideration.  When  made 
attractive  by  striking  displays,  colors,  unique  typography,  and 
attention-getting  illustrations,  blotters  can  be  made  to  give  sev- 
eral days'  circulation.  In  many  homes  blotters  are  kept  for  a 
long  period  of  time,  though  naturally  they  are  not  used  so 
frequently. 

The  blotter  can  be  made  not  only  to  give  reminder  value  but 
to  produce  actual  sales  if  copy  is  prepared  accordingly. 
Poorly  printed,  poorly  illustrated  blotters  filled  with  spineless 
copy  will  not  pay  their  cost. 

Fig.  4  shows  several  blotter  samples.  One  series  of  three  is 
shown,  headed  "The  Paper  Situation,"  "It  Sometimes  Hap- 
pens," and  "Assuming  Responsibility."  These  were  published 
by  a  firm  of  printers  and  engravers  and  sent  out  in  a  neatly 
wrapped  bundle  with  another  advertisement  on  the  wrapper. 
It  is  not  likely  that  blotters  of  this  type  are  read  to  any  extent, 
at  least  not  when  filled  with  copy  and  printed  in  gray  on  a 
lighter  gray  as  these  were  originally.  The  striking  blotter 
advertising  pen  points  was  run  in  two  colors.  The  single- 
color  blotter  "Count  Off  on  Your  Fingers"  has  produced 
actual  sales.  The  one  advertising  vault  trucks  was  in  two' 
colors  and  was  distributed  to  banks  and  large  business  offices 
especially.  The  one  headed  "Suppose  These  Had  Been  Your 
Papers"  (also  originally  in  two  colors)  is  of  the  general 
publicity  type,  featuring  a  steel  safe  that  had  successfully  gone 
through  a  lire. 

If  blotters  are  to  be  distributed  as  envelope  enclosures,  it 
will  be  well  to  have  them  of  smaller  size,  so  as  to  slip  con- 
veniently into  a  No.  6f  envelope. 

Products  that  are  used  by  school  children  can  be  well  adver- 
tised by  blotters  and  almost  any  product  can  get  valuable  gen- 
eral publicity  distribution  through  school  children,  where  such 
distribution  is  permitted. 

Many  salesmen  distribute  blotters  to  advantage. 

I  L  T  102C— 17 


14  DIRKCT  ADVKRTTSIXr.  §  20 

The  Post  Office  Department  lias  ruled  that  blotters  are  third- 
class  matter  and  therefore  may  he  enclosed  with  catalogs,  cir- 
culars, and  booklets. 


16.  Circulars,  as  classed  here,  are  those  various  sized 
sheets  of  advertising  literature,  not  mailable  under  their  own 
cover,  and  not  made  of  cardboard.  These  include  dodgers, 
package  inserts,  bulletins,  and  pieces  of  printed  matter  that  are 
not  properly  classified  under  any  of  the  other  forms. 

The  uses  of  circulars  vary.  They  are  not  intended  primarily 
as  envelope  enclosures  though  they  are  often  mailed  in  envel- 
opes. Some  circulars,  for  instance,  may  be  intended  for  scat- 
tering broadcast  to  workmen  as  they  leave  the  factory.  They 
may  announce  a  new  motion-picture  play  at  the  local  playhouse, 
a  new  grocery  store,  or  solicit  votes  for  a  certain  candidate. 

Circulars  are  also  used  to  insert  in  packages  of  goods  to  help 
extend  the  line.  For  instance,  in  a  package  of  crackers  will 
be  foimd  a  circular  advertising  a  brand  of  cakes ;  in  a  package 
of  cakes,  a  circular  advertising  still  another  kind  of  cakes,  or  a 
chewing  gum,  or  other  article  manufactured  by  the  same  firm. 

Fig.  5  shows  a  circular,  printed  on  both  sides,  sent  out  by  a 
publisher  of  business  books.  Circulars  are  used  by  manufac- 
turers to  keep  the  dealer  informed  of  advertising  plans  and 
other  items  of  mutual  benefit  to  dealer  and  maker.  Some  cir- 
culars even  are  aimed  to  produce  orders  entirely  from  the 
solicitation  of  the  circular. 


CATATiOGS 

17.  The  most  important  factor  in  direct  advertising  is  the 
catalog.  Originally  the  term  catalog  as  used  in  business  meant 
little  more  than  a  price  list  with  illustrations  of  goods.  Today 
many  catalogs  do  not  have  any  prices  at  all,  prices  being  pub- 
lished in  a  separate  price  list. 

Along  with  the  development  of  direct  advertising  has  come 
the  development  of  catalogs,  and  from  the  brief  dry-as-dust 
descriptions  and  prices  of  the  old  catalog  there  has  develcjped 


TWO  THOUSAND  POINTS  FOR 
FINANUAL  ADVERTISING 


TniM  Comp«oy  AdverTula« 


S..1I.J.  B«ok  M'OW^' 


,^ 


•^r 


The  book  : 
1  good  paper 


SPE( 


buy  this  book 
NESS."  docrit 


S«le  Dtfoll  AJverUii,., 


TWO  THOUSAND  POINTS  FOR 
FINANCIAL  ADVERTISING 


T.  D.  MacGREGOR 

Author  of  "PUSHING  YOUR  BUSINCSS" 


THE  purpose  of  this  book  is -to  provide  a  handy 
compendium  of  ideas  and  phrases  suitable  for 
use  in  the  preparation  of  financial  advertising 
matter — whether  newspaper  or  magazine  advertise- 
ments, booklets,  circulars  or  *'form'*  letters.  It  is 
meant  to  be  a  companion  book  to  the  author's 
'* Pushing  Your  Business/'  which  is  more  of  a  text- 
book on  this  subject. 

The  points  brought  out  in  the  various  chapters 
are  largely  such  as  have  been  used  by  the  author 
in  his  long  experience  as  a  writer  of  financial  ad- 
vertising. 

Opinions  On  This  Book 

A  bandy  compendium  of  ideas  and  phrases.  The  "points'* 
are  clear  cut,  with  a  tendency  to  go  straight  to  the  mark. — 
Chicago  News. 

The  two  thousand  points  are  sharp  ones.  —  Moody's 
Magazine,  New  York. 

There  is  no  question  at  all  that  Mr.  MacGrogor  is  the 
leading  authority  in  the  country  on  the  subject  of  Hnancial 
advertising. — 'ilie  San  Francisco  Call. 

A    HANDY   VOLUME. 

This  is  a  handy  volume  for  use  in  the  preparation  of 
financial  advertising  "matter,  giving  pithy  observations  upon 
the  value  of  thrift,  and  upon  such  topics  aa  n\ay  appropriately 
receive  publicity  in  the  advertisements  of  investment  houses, 
commercia)  banks  and  trust  companies. — Springjield  {Mass.) 
Republican. 

GETTING   PEOPLE   INTERESTED. 

Mr.  MacQregor  has  had  long  and  successful  experience 
in  this  particular  field  and  knows  just  what  kind  of  matter  is 
effective  in  gottint<  pe<^ple  interested  in  financial  euterpriseB 
or  iavestmenta.  —  The  Editor  and  Fablisher,  New  VorK. 


Fio.  5 


IG  DIRECT  ADVERTISING  §20 

the  real  service  catalog  that  is  a  highly  successful  piece  of  sell- 
ing literature. 

The  catalog  is  now  used,  as  a  rule,  to  create  a  desire  for  the 
goods  illustrated  and  described  therein ;  in  many  instances  it  is 
illustrated  in  colors,  and  is  really  an  advertising  booklet  with 
the  various  styles  of  the  line  catalogued  therein. 

A  catalog  differs  from  a  booklet  in  that  it  lists  or  describes  a 
number  of  styles  or  varieties  of  goods ;  for  example,  a  line  of 
groceries  would  require  a  catalog;  a  special  brand  of  coffee 
might  be  described  in  a  booklet. 

Some  firms  publish  catalogs  in  loose-leaf  form,  though  this 
practice  has  not  become  general  by  any  means.  The  problem 
of  the  loose-leaf  catalog  is  to  keep  it  up  to  date,  as  many  of 
those  who  have  it  will  not  file  the  new  sheets  as  they  are 
received. 

Catalogs  of  advertising  matter  are  often  published  by  large 
firms  doing  business  through  dealers,  though  these  are  usually 
termed  portfolios.  The  use  of  portfolios  will  be  described  later 
in  this  Section. 

In  general,  the  purpose  of  the  catalog  is  to  bear  the  brunt  of 
the  selling  effort.  It  gives  the  complete  list  of  articles  to  be 
sold,  what«they  will  do,  and,  with  the  price  list,  what  they  cost. 

Fig.  6  shows  four  catalogs  on  four  widely  different  lines  of 
goods  and  a  short  description  of  them  will  give  an  idea  of  how 
the  catalog  is  used. 

The  glazed-ware  catalog  is  that  of  a  firm  making  many  kinds 
of  jugs,  bottles,  mugs,  jars,  pitchers,  bowls,  teapots,  etc.  of 
glazed  material.  Sizes  and  prices  of  the  styles  are  shown  in 
connection  with  the  illustrations. 

In  the  drawing-table  catalog,  which  has  an  appropriate  blue 
cover,  little  space  is  taken  up  with  anything  other  than  direct 
descriptions.  The  catalog  of  spices,  on  the  other  hand,  has  a 
complete  story  of  each  different  spice  listed.  No  prices  are 
given,  as  the  goods  are  sold  by  wagon  men  direct  to  the  con- 
sumer. 

The  motor-car  catalog  illustrates  styles,  with  prices,  and  a 
part  of  the  catalog  is  given  over  to  technical  descriptions  and 
details. 


§20 


DIRECT  ADVERTISING 


18.  Any  campaign  for  a  line  composed  of  more  than  one 
style  or  model  will  be  likely  to  need  a  catalog.  If  there  is  no 
such  catalog  and  an  attempt  is  made  to  have  a  special  booklet  on 
each  model,  many  inquiries  will  probably  be  received  for  "your 
catalog,"  and  it  will  be  difficult  to  know  what  to  send.    To  send 


Fig.  6 

the  complete  set  of  booklets  would  be  quite  expensive,  as  a  rule, 
for  the  points  of  all  the  line  will  be  the  same  in  many  cases,  and 
repetition  would  result. 

Some  firms  issue  a  series  of  pamphlets  or  separate  sheets  of 
uniform  style,  sometimes  called  bulletins,  in  each  of  which  one 


IS  DIRECT  ADVERTISING  §  20 

or  more  varieties  or  styles  of  goods  or  apparatus  arc  described. 
Then,  in  response  to  inquiries,  the  set  or  any  part  of  it  may  be 
sent  in  place  of  a  catalog. 

19,  Number  of  Catalogs. — Large  mail-order  houses 
find  it  necessajry  to  issue  special  department  catalogs,  as  furni- 
ture catalogs,  grocery  catalogs,  etc.,  as  well  as  very  large  gen- 
eral catalogs.  The  International  Correspondence  Schools,  with 
over  two  hundred  courses  of  instruction  to  describe,  find  it  a 
wise  policy  to  use  a  general  catalog  that  merely  outlines  each 
course,  for  inquirers  who  do  not  specify  the  course  desired, 
and  a  special-subject  catalog  for  each  course  to  send  to  those 
who  indicate  the  study  wanted.  Recipients  of  the  general 
catalog  often  write  again,  specifying  the  subject  that  interests 
them,  thus  giving  an  opportunity  for  the  more  concentrated 
sales  message  of  the  special  catalog. 


BOOKI.KTS 

20.  Booklets  are  next  in  importance  to  catalogs  in  direct 
advertising  campaigns.  They  are  almost  universally  used  for 
sending  in  response  to  inquiries  received  from  advertising  in 
publications.  With  the  booklet  stories  may  be  woven  around 
the  product,  the  plant,  the  advertiser's  problems,  the  prospect's 
problems,  plrm,  or  product.  In  fact,  there  are  more  ways  of 
using  booklets  than  any  other  form  of  advertising,  for  anything 
from  a  tiny  four-page  sheet  with  a  cover  to  a  book  bound  in 
boards  or  even  leather,  is  known  as  a  booklet. 

21.  The  following  brief  descriptions  of  booklets  that  have 
been  used  by  advertisers  will  make  plain  the  variety  of  uses 
to  which  the  booklet  may  be  put. 

One  booklet  describes  a  portable  projector  used  by  dealers  in 
demonstrating  certain  classes  of  goods  for  sale.  It  tells  of  the 
mission  of  the  projector,  its  simplicity,  efficiency,  and  portabil- 
ity ;  explains  how  it  is  more  convenient  to  carry  than  a  travel- 
ing bag ;  tells  what  films  may  be  used  in  it ;  quotes  some  indorse- 
ments; describes  its  versatility  and  wide  scope.     The  technical 


§L'0 


DIRECT  ADVERTISING 


19 


details  are  then  recited,  and  if  one  is  interested  in  sales-making 
by  this  plan  he  is  interested  in  this  brand  of  projector. 

Another  little  booklet  carries  the  rather  long  title  "My  Dad 
Wears  'Hipress'  With  the  Red  Line  'Round  the  Top."  Two 
youngsters  are  pictured  looking  at  a  pair  of  dad's  rubber  boots. 
Many  styles  are  illustrated  on  the  inside,  and  the  booklet  is 
almost  a  catalog  in  effect. 

A  small  booklet  bears  the  title  "A  Few  Facts."  Thirty 
facts  in  all  are  given.    The  illustrations  are  war  pictures,  such 


Fig.  7 


as  "A  Motor  Machine-Gun  Section,"  "The  Track  of  the  Tank," 
etc.,  and  each  fact  pertains  directly  to  the  life  insurance  com- 
pany that  issued  it. 

"What  Happened  on  Section  11"  is  the  curiosity-exciting 
title  of  another  booklet  with  a  railroad  bridge  for  the  cover 
decoration.  It  tells  the  story  of  a  paint  test  on  Section  11  of 
the  Pennsylvania  Railroad.  The  last  page  gives  a  short  sales 
talk  for  the  brand  of  red  lead  that  was  so  tested  and  proved 
satis  factorv. 


20  DIRFXT  ADVERTISING  §  'JO 

"A  Twenty  Million  Dollar  Opportunity"  tells  the  story  of  a 
metal-ware  sign  company. 

"One  Way  to  Burn  a  Hole  in  the  World"  recites  the  success- 
ful efforts  of  an  advertising  agency — rather  an  unusual  agency 
advertisement,  by  the  way — and  in  the  booklet  several  pieces 
of  copy  that  had  been  prepared  in  a  certain  campaign  are 
reproduced. 

"The  Telegraph  in  Selling"  is  the  means  of  making  more 
users  of  the  telegraph  for  the  purpose  of  order-soliciting. 

"Illustrating  Fine  Merchandise,"  Fig.  7,  is  a  booklet  to  adver- 
tise a  certain  brand  of  paper,  while  the  same  illustration  also 
shows  "My  Home — why  not  yours?"  a  board-bound  booklet 
advertising  varnish.  In  the  varnish  book  the  first  19  pages  are 
almost  exclusively  on  decorating  the  home  interior,  only  slight 
references  being  made  to  the  manufacturer's  product. 

A  96-page  booklet,  "My  trip  through  the  Larkin  Factories," 
is  written  by  a  woman  of  wide  reputation,  Marion  Harland, 
and  serves  as  an  indirect  advertisement  for  the  entire  Larkin 
line. 

Booklets  are  educational  in  their  nature,  or  should  be.  Even 
an  old  customer  might  read  the  Larkin  booklet  with  benefit  to 
herself  and  the  company  because  she  would  learn  the  wide 
range  of  products  sold  which  she  could  use  to  advantage. 

Many  manufacturers  furnish  booklets  for  distribution  with 
or  without  the  imprint  of  their  local  representatives. 

Special  products,  new  lines,  and  new  services  may  well  be 
treated  in  booklets. 


FOLDERS 

22.  Folders  are,  as  a  rule,  used  to  alternate  with  letters, 
booklets,  broadsides,  mailing  cards,  etc.,  in  a  direct-advertising 
campaign. 

The  term  folder,  as  here  used,  means  any  form  of  direct 
advertising  that  folds  and  yet  is  not  correctly  classified  as  cir- 
cular, or  envelope  enclosure,  or  broadside.  The  folder  at  its 
best  is  a  piece  of  direct  advertising  that  by  reason  of  its  fold 
leads  the  reader  on.  A  virtue  has  been  made  of  the  fold,  in 
other  words,  and  the  mere  folding  is  not  used  to  get  the  piece 


NOTHING 
NOW!  — 

Becauj'e — 


AG.is  Water  Heater  (oii- 
neileJ  to  the  kitchen 
tarik),^supply.nv;a  h,.t 
".Iter  senile  uh.ch  keeps  ever\ 
memher  .,f  the  famMy  salkfieJ 
Just  a  toiioh  ..I  a  ..latcli  l"  the 
huriier  then,  in  a  few  innu.les. 
Father  ean  shave.  S,,„,u  eai. 
Iiave  a  hot  hath.  Cook  e.,n  ilr.iw 
hot  «at,r  from  the  kilil>en 
fuiect.  rhe  L.iundre.s  can  haie 
plent\    of  hot  Mater  at  the  tlihs. 

G.ti  heateJ  water,  with  all  the 
speed,  ease  of  operation  and 
cleanliness,  costs  less  than  coal 
heated   water, 

.Ainone  who  n,es  a  u^as  range 
shouU  have  the  aifdeii  comfort 
of  a  gas  water  heater,  anj  the 
cost  IS  uithin  evcrv  one's  re.ich. 


'_^^^^::)^' 


Fig.  a 


DIRFXT  ADVERTISING 


Si20 


to  a  certain  size.     Snch  folders  are  mailed  at  third-class  post- 
age.    The  folders  offer  great  possibilities  for  stunts  and  the 

"stiinty"  folder  is  al- 
most sure  to  attract 
attention — whether  or 
not  it  will  sell  goods. 
One  of  the  princi- 
pal uses  for  the  folder 
is  to  illustrate  me- 
chanical features  of 
a  product.  For 
instance,  one  folder 
shows  the  complete 
operation  of  a  patent 
c  g  g  -  c  a  r  r  i  e  r .  The 
reader  keeps  on  un- 
folding until  in  the 
end  he  has  twelve 
eggs  on  the  table, 
whereas  he  started 
with  a  package  of 
eggs  in  a  market  bas- 
ket. 

As  a  rule,  the  fold- 
er is  mailed  under  its 
own  cover. 

Fig.  8  illustrates  a 
folder  unfolded,  ad- 
vertising a  hot-water 
heater  and  showing 
the  progressing  idea 
by  a  series  of  pic- 
tures. 

In  using  folders  it 
is  usually  the  custom  to  have  a  return  postal  card  either  as  a 
])art  of  the  folder  itself,  or  a  separate  postal  card  attached  to 
the  folder  with  a  small  paster  or  clip.  When  attached  to  the 
folder,  perforations  make  tearing  otT  easy. 


The  20c  Cosmopolitan 

The  February  Cosmopolitan  v.ill  impress  more  than 
a  million  purchasers  with  the  conviction  that  it  sur- 
passes anything  heretofore  attempted  in  magazine 
making. 

The  difference  in  price  will  only  serve  to  cmphasi 
its  outstanding  preeminence 

The  million  circulation  mark  is  bound  soon  to  be 
led  fai  behind. 

More  people  than  ever  bclorc  will  buy  Cosmopolitan 
at  20c. 

More  advertisers  will  use  it  loo — because  it  repre- 
sents the  only  large  unit  ot  circulation  in  the  qualitv 
field. 

And  also,  because  it  is  iht  only  rinss  circulation  that 
can  be  purchased  at  the  standard  rate  ol  50c  a  line 
per  hundred  thousand 


Old  iilfrDlifrt,  1 
lilt  Fthiuif)  Ol  I 
ev'ioj  Iht  $4.S(»  I 
tl'lO  p*gr  tllf  I 
ing  lilt  AuguH  n 


in    the  Annual    Spring    Sp« 
Number    of    TH^   BILLBOARD 
will   .olve  the   problem. 
CIRCULATION,  58,000  COPIES 


Fig.  9 


^  L'O  DIRECT  ADVERTISING 


MAILING   CARDS 

2o.  As  considered  in  this  text,  mailing  cards  are  different 
from  folders  in  that  they  do  not  fold.  The  term  is  used  to 
designate  any  size  of  cardboard,  not  folded,  that  may  be  mailed 
under  its  own  cover  as  a  single  piece. 

Mailing  cards  are  the  bulletin-board  style  of  direct  adver- 
tising. As  a  rule,  they  are  used  to  make  announcements,  to 
introduce  new  salesmen  or  new  dealers,  new  styles,  etc. 

Fig,  9  illustrates  two  mailing  cards.  One  is  printed  on  a 
regular  government  postal  card  and  announces  the  closing  date 
of  a  magazine,  the  other  is  on  very  heavy  cardboard  reprint- 
ing a  magazine  advertisement  that  originally  appeared  in 
Printer's  Ink. 

Mailing  cards  are  generally  used  where  something  less 
expensive  than  a  folder  is  desired.  They  should  not  be  con- 
fused with  postal  cards.  A  mailing  card  is  subject  to  third- 
class  postage  rates,  while  a  postal  card  is  first-class  and  subject 
to  the  restrictions  of  that  class. 

Securing  actual  sales  from  the  use  of  a  mailing  card  is  rather 
difficult,  and  any  mailing  card  must  be  strongly  illustrated, 
w-ell  displayed,  and  carry  good  copy,  to  product  results,  but  as 
a  part  of  a  reminder  campaign  its  usefulness  is  not  questioned. 


BROADSIDES 

24.  The  usual  purpose  of  the  broadside  is  to  make  an 
impression  of  bigness.  Frequently,  therefore,  the  manufac- 
turer uses  it  to  impress  the  dealer  with  his  advertising  campaign. 

Broadsides  require  a  big  sheet  of  paper  and  therefore  are 
expensive  for  a  large  list. 

Fig.  10  shows  a  broadside  that,  when  opened,  measured 
36  inches  wide  by  24  inches  high,  and  folded  down  to 
6JX9  inches  for  mailing.  It  was  issued  by  a  lighting  com- 
pany to  sell  their  dealers  on  the  manufacturer's  advertising 
campaign.  It  was  designed,  too,  for  window-display  purposes, 
for  the  back  fold  bears  this  message :  "Open  this  up  and  hang 
it  in  your  window  where  every  one  can  see  it." 


^  -20  DIRECT  ADVERTISING  25 


sale:s  i.ktterheads 

25.  Sales  letterheads,  or  pictorial  letterheads,  as  some  call 
them,  are  usually  twice  the  size  of  the  ordinary  letterhead,  or 
about  11X16  inches,  folding  down  to  8X11  inches  for  the 
front  page. 

Their  use  is  principally  to  bridge  the  gap  between  a  letter 
and  a  booklet  at  less  cost  than  the  booklet.  They  are  valuable, 
too,  where  the  product  is  so  technical  or  the  line  of  goods  so 
varied  that  it  is  well  to  show  illustrations  in  connection  with 
the  sales  letter. 

Some  few  sales  letterheads  are  regular  size  only,  and  the 
illustrated  portion  is  printed  on  the  back  of  the  regular  letter- 
head. This  gives  an  inartistic  appearance  and  the  effect 
produced  on  the  prospect  is  not  favorable.  The  advantage  of 
the  two-sheet  or  four-page  letterhead  is  that  while  enclosures 
may  be  dropped  or  discarded  before  the  letter  reaches  the  per- 
son of  real  authority,  this  extra  sheet  ties  a  small  amount  of 
advertising  permanently  to  the  letter.  It  is  an  effective  way 
of  presenting  a  few  selected  indorsements  or  similar  matter. 
It  follows  that  the  advertising  matter  used  in  this  way  should 
be  carefully  selected  and  probably  changed  at  frequent  inter- 
vals. 

Fig.  11  shows  a  series  of  four  sales  letterheads  used  by  a 
steel-furniture  concern  for  circularizing  lists  of  prospects  fur- 
nished them  by  their  dealers.  The  one  headed  "An  Announce- 
ment" shows  the  front  where  space  is  left  for  the  letter.  All 
sales  letterheads  have  this  space  for  the  typewritten  or  printed 
message. 


ENVELOPE    ENCLOSURES 

26.  Some  call  envelope  enclosures  "stuff ers."  Many  of 
them  are  in  truth  merely  stuffers.  Real  sales-making  argu- 
ments, however,  can  be  set  forth  in  a  strong  envelope 
enclosure. 

Envelope  enclosures  are  largely  used  by  advertisers  selling 
through  dealers.  They  furnish  the  dealer  with  reasonable 
quantities,    usually    without   charge,    imprinting    the    dealer's 


26 


§20 


DIR  KCT  A  mi'.  RTTSTNr, 


27 


name  and  address  somewhere  on  the  enclosure.  In  that  way 
they  pass  on  to  possihle  prosi)ects  miUions  of  pieces  of  adver- 
tising about  their  product.  I'he  effect  on  sales  ultimately  is 
certain  to  be  noticed. 

One  of  the  fountain-pen  companies  that  is  a  frequent  user  of 
direct  advertising  furnishes  enclosures  referring  to  the  differ- 
ent gift  seasons,  like  Christmas,  graduation  time,  and  so  on. 

Envelope  enclosures  are  used  by  many  concerns  to  supple- 
ment their  sales  letters.     Their  correspondents  can  then  write 


.J!!*?^«rf 


"^Hicm  |! 


rovio 


ilijve 


aaoQEiaQDaaaaQaa 


TUK  PEH-ini.S  V«IICK 

'p-HlILt  u  .1....  i«w>  «  Ih-  1 


n  iinople     Ot  A 


BAERSGOOD  PRINT  SHOP 

CANTON.  OHIO 


Fig.  12 

a  short,  snappy  letter  that  is  almost  sure  to  be  read,  which 
refers  to  the  details  on  the  envelope  enclosure.  Moreover, 
many  propositions  can  be  made  more  attractive  by  pictures  ai  < 
printing  than  by  trying  to  tell  everything  in  typewriting. 

The  cost  of  advertising  by  envelope  enclosures  is  very  small. 
Enclosures  printed  in  two  colors  have  been  obtained  at  $10 
to  $15  per  thousand,  exclusive  of  engravings,  and  for  less  in 


2S 


DIRECT  ADVERTISING 


§20 


large  lots.  The  cost  of  getting  enclosures  distributed  is  almost 
nothing.  IMost  of  the  first-class  mail  that  is  sent  out  is  under 
weight  enough  to  carry  a  small  mailing  enclosure  at  no  added 
cost. 

One  cordage  firm  includes  with  the  invoice  on  a  coil  of  their 

rope  a  little  envelope  enclosure 
giving  specific  instructions  how 
to  uncoil  rope. 

Eig.  12  illustrates  several  en- 
velope enclosures.  The  foun- 
tain-pen enclosure  is  imprinted 
on  the  back  fold.  It  gives 'actual 
prices  on  a  number  of  dififerent 
kinds  of  pens.  "Taking  the  sting 
out  of  it"  is  designed  to  produce 
direct  advertising  business  for  a 
firm  of  printers.  It  could  be 
imprinted,  if  it  Avere  a  dealer  en- 
closure, on  the  inside  lower  fold, 
for  the  lower  fold  extends  an 
inch  or  so  below  the  upper  fold. 
"The  Pee-pul's  Voice"  is  an 
enclosure  for  another  firm  of 
I)rinters.  The  chair  enclosure  is 
a  manufacturer's  enclosure  im- 
])rintcd  on  the  front  page  with 
the  dealer's  name  and  address. 


Keystone  Emery  mills 

HrCHEST  QUALITY  EMERY 


Man 


6  7  8  O  10  11  12 
13  14  15  lO  17  IB  10 
20  21  22  23  24  2S  20 
27  28  20  30  31  "rS  '  s:' 


XOV  KITTIES 

27.     Novelties    are    in    effect 
direct  advertising.     Enthusiastic 
novelty  men  would  probably  deny 
this,  but  their  effect  is  similar  to 
direct  advertising,  and  their  distribution  the  same. 

Fig.  13  illustrates  an  eraser  and  a  calendar — two  forms  of 
novelty  direct-advertising  pieces;  the  calendar  is,  of  course, 
greatly  reduced  in  size.     The  eraser  has  on  the  reverse  side  an 


Tio.  13 


§20  DIRECT  ADVERTISING  29 

advertisement  of  the  line  of  furniture,  and  the  calendar  like- 
wise carries  an  advertisement  on  the  reverse  side. 

The  forms  of  novelties  are  innumerable   (that  is  why  they 
are  novelties),  but  their  use  is  merely  to  create  good- will. 


PORTFOLIOS 

28.  Portfolios  are  mammoth  booklets  and  their  purpose  is 
about  the  same  as  that  of  broadsides — that  is,  to  be  used  where 
an  impression  is  to  be  created.  Portfolios  are  used  by  adver- 
tisers to  impress  representatives ;  they  sometimes  are  big 
enough  so  that  full-size  advertisements  from  various  publica- 
tions, booklets,  folders,  and  all  other  forms  of  advertising  that 
may  be  used  may  be  pasted  in  them. 

Another  frequent  use  of  portfolios  is  to  sell  advertising  to 
the  advertiser.  A  portfolio  of  envelope  enclosures,  or  one  con- 
taining booklets,  advertising  copy,  layouts,  or  art  work  is  quite 
impressive  and  makes  good  selling  literature  for  the  printing 
house  that  prepared  it 


POSTER   STAMPS 

29.  Poster  stamps  may  be  classified  as  a  part  of  direct 
advertising.  They  were  quite  the  craze  in  Europe  at  one  time, 
but  never  achieved  the  popularity  in  the  United  States  that 
their  sponsors  suggested  they  would.  They  are  used  on  letters 
and  envelopes,  or  are  distributed  through  dealers  who  place 
them  on  packages,  and  so  on.  They  might  be  called  miniature 
billboards  and  they  belong  to  the  purely  publicity  type  of  adver- 
tising. 

HOlISf:    ORCAIVS 

30.  One  of  the  chief  forms  of  direct  advertising  is  the 
house  organ,  which  will  be  treated  fully  in  the  Section  on 
House  Publications.  It  is  sufficient  here  to  say  that  the  house 
organ,  or  house  publication,  is  a  form  of  direct  advertising  that 
is  continuous  in  its  appeal,  and  can  be  used  in  many  lines  of 
business.     Results  produced  by  house  publications  show  that 

2C6C— 18 


30  DIRFXT  A1)\I:KT1SIX(;  §20 

they  are  a  most  excellent  method  of  advertising  when  properly 
handled.  There  seems  to  be  a  tendency  in  house  organs 
intended  for  consumers  to  outgrow  themselves ;  that  is,  they 
grow  costly  as  circulation  mounts  into  big  figures.  When  this 
point  is  reached  the  concern  has  usually  grown  to  a  size  and 
importance  that  makes  the  house  organ  less  necessary  and  per- 
haps too  great  an  expense. 


S\MPM\f; 

31.  Sampling  is,  as  a  rule,  practiced  througn  the  dealer, 
and  so  has  been  treated  in  the  Sections  on  Retail  Advertising. 
Part  1,  and  Management  of  General  Campaigns,  Part  2,  but 
sampling  is  really  a  part  of  direct  advertising.  A  certain  gum 
manufacturer  some  years  ago  backed  up  his  billboard,  publica- 
tion, and  street-car  advertising  in  many  cities  by  a  direct-by- 
mail  campaign  of  sampling,  sending  a  full  package  of  a  new 
brand  of  gum  to  every  one  listed  in  the  telephone  book. 

Samples  themselves  are  usually  accompanied  by  some  piece 
of  direct  advertising. 

DIRECT    ADVERTISING    AS    APPLIED    TO 
SPECIFIC  PROBLEMS 


SUPPLEMENTING  PUBLICITY 

32.  One  of  the  principal  uses  of  direct  advertising  is  to 
supplement  general  publicity,  or  publication  advertising.  It 
can  be  used  in  this  way  to  supplement  not  only  advertising  in 
magazines,  but  also  in  newspapers,  street-car  cards,  or  bill- 
boards, etc. 

Having  appropriated  a  certain  sum  for  advertising  in  vari- 
ous publications,  the  wise  firm  immediately  appropriates  a  cer- 
tain percentage  for  direct  advertising  to  advertise  such 
advertising  and  to  supplement  it  by  methods  of  answering 
inquiries  and  following  up  the  advertising  in  other  ways. 

Proofs  of  advertisements  that  have  been  or  are  to  be  used 
in  the  publications  can  ])e  sent  to  dealers  and  their  cooperation 
secured.     Jobbers  can  be  shown  the  advertising  campaign  in  a 


8  20  .  DTRKCT  Al)\"FK'nSING  31 

broadside,  and  jobbers'  salesmen  can  Ir-  entlnist'*!  l)y  mailing 
cards,  folders,  and  portfolios. 

A  circular  letter,  folder,  or  mailing  card  may  be  sent  to 
choice  prospects  calling  their  attention  to  a  certain  publication 
advertisement,  thus  increasing  its  value. 


PAVI\C;    AVAY   FOR    S.\LKSMK\ 

33.  Another  use  for  direct  advertising  in  its  many  forms 
is  in  paving  the  way  for  salesmen.  The  experience  of  manu- 
facturers shows  that  where  a  series  of  letters,  folders,  mailing 
cards,  etc.  has  preceded  the  salesman's  call  he  finds  the  pur- 
chasers in  a  more  receptive  mood  and  it  takes  less  time  and 
effort  to  complete  his  sales.  The  Section  on  Advertising  Let- 
ters tells  how  letters  are  used  to  assist  the  salesman. 

According  to  one  publication,  one  of  the  large  manufacturers 
made  a  test  as  follows :  An  investigation  showed  that  it  cost 
$11.23  for  each  salesman's  call.  A  personal  letter  from  the 
sales  manager  cost  35  cents. 

With  a  series  of  three  letters  to  retailers  this  company 
greatly  reduced  its  cost  of  salesman's  calls.  The  first  letter 
announced  that  the  salesman  (name  given)  would  call  on  the 
retailer,  and.  gave  the  approximate  date ;  the  second  stated  that 
the  salesman  was  in  a  near-by  town  and  told  the  exact  date  on 
which  he  would  arrive.  The  third  was  a  good-will  letter,  writ- 
ten after  the  salesman  had  called,  either  thanking  the  retailer 
for  the  order,  when  given,  or  thanking  him  for  the  courtesy 
extended  the  salesman  in  allowing  him  to  show  the  goods. 

Two  .years  previously,  when  no  letters  were  written,  the 
salesman  averaged  one  order  in  seven  calls.  During  the  year 
in  which  letters  have  been  written,  the  average  was  one  order 
in  five  calls.  Thus  at  the  cost  of  $1.05  (35  cents  per  letter") 
this  concern  saved  $22.46  in  non-productive  calls  (two  calls  at 
$11.23  each),  a  return  of  2,200  per  cent,  on  its  investment. 


32  DIRECT  ADX'KKTISIXG  §20 


PRODICIXC    ACTl  AL   Bl  SIXKSS 

34,  A  direct-advertising  campaign  can  often  be  made  to 
produce  large  and  quick  business  results.  A  firm  of  tobacco 
manufacturers  in  Chicago  secured  5,200  dealers  in  two  weeks 
(fourteen  days)  by  a  direct-advertising  campaign. 

By  means  of  a  direct-advertising  campaign  one  manufac- 
turer selling  through  dealers  was  able  to  get  nearly  40  per  cent, 
of  his  dealers  to  put  in  a  special  window  display. 

In  ten  years  one  life  insurance  company,  by  the  aid  of  direct 
advertising,  has  built  up  a  business  with  7,956  persons  for  a 
total  insured  amount  of  $14,199,284.  Selling  insurance  by  mail 
is  perhaps  the  hardest  of  all  things  to  do.  Of  course,  inquiries 
were  secured  through  magazine  publicity. 

The  problem  in  planning  a  direct-advertising  campaign, 
however,  is  not  always  directly  to  make  the  direct  advertising 
sell  goods.  Sometimes  good-will  is  to  be  built  up ;  sometimes 
it  is  designed  merely  to  impart  information. 


rOT^T.OW-UP  WORK 

35.  Follow-up  work  necessarily  is  done  by  direct  advertis- 
ing and  the  words  follow-up  have  come  to  mean  direct  adver- 
tising. An  inquiry  resulting  from  a  publication  advertisement 
is  usually  answered  by  a  letter,  or  a  sales  letterhead.  Then 
the  prospect  receives  an  assortment  of  direct-advertising  pieces 
according  to  tlie  plan  of  the  campaign. 


POSTAGR    FOR   FOM,0\V-I  P  MATTKR 

30.  Matter  Under  1-Cent  Stamp.s. — Where  form 
letters  are  sent  to  a  class  of  people  that  do  not  receive  much 
mail,  it  has  been  demonstrated  that  letters  mailed  under 
1-cent  postage  receive  about  as  much  attention  as  those  sent 
under  2 -cent  postage.  l\Iany  high-grade  concerns  send  out 
form  letters  to  incjuirers  under  1-cent  postage.  They  take  it 
for   granted    thai    a    person    malting    an    inquiry    is    interested 


§lM)  DIKl'-CT  ADXI'.KTISING  33 

enougii  to  read  what  is  sent  in  response  and  does  not  care  what 
postage  stamps  are  used. 

37.  Matter  Under  2-Cent  Stamps.— Form  letters  that 
are  sent  to  persons  accustomed  to  receiving  a  great  deal  of 
mail,  or  that  relate  to  some  very  personal  matter,  should  be  sent 
under  2-cent  postage.  The  busy  business  man  is  not  likely  to 
pay  much  attention  to  a  letter  bearing  a  1-cent  stamp  unless 
there  is  some  unusual  reason  for  doing  so.  A  letter,  for 
instance,  endeavoring  to  interest  business  men  in  some  kind  of 
investment  should  by  all  means  be  sent  under  2-cent  postage. 


FOLDERS   AND   ENVELOPE    SLIPS   IN   FOLLOW-FPS 

38.  It  should  not  be  thought  that  follow-up  systems  con- 
sist entirely  of  letters.  A  great  many  sales  have  been  made, 
and  just  as  many  lost,  through  the  printed  matter  enclosed  with 
correspondence.  The  enclosure  is  a  greatly  abused  thing.  It 
is  a  frequent  discovery  to  find  as  many  as  six  enclosures  in  a 
sino-le  letter,  and  it  is  a  still  more  frequent  occurrence  to  find 
75  per  cent,  of  all  enclosures  wide  of  the  mark,  poorly  gotten 
up,  and  totally  lacking  in  sales  value.  Clever  enclosures  or 
vccessary  ones  like  testimonials,  folders,  samples  of  cloth, 
paint-film,  color  schemes,  color  prints,  photographs,  etc.  can  be 
enclosed  to  advantage  in  letters.  Also  certificates,  imitation 
stock  coupons,  novelties,  memorandum  books  and  the  like,  are 
often  used  effectively,  but  it  must  be  borne  in  mind  that  they 
must  be  as  good  as  the  letter  and  as  definite  in  purpose  or  they 
may  as  well  not  be  enclosed  at  all.  It  is  often  necessary  to 
use  a  folder  in  connection  with  the  letter  in  order  to  give  full 
details  of  the  article  or  the  service  that  is  to  be  sold.  In  such 
cases,  the  letter  and  the  folder  strengthen  each  other,  and  no 
more  postage  is  required  to  carry  both  than  is  required  to  carry 
one.  A  four-page  folder  full  of  new  and  convincing  testi- 
monials or  other  equally  strong  matter,  sent  along  with  the 
third  letter  of  a  follow-up  system,  may  prove  to  be  just  what 
is  needed  to  convince  the  prospect  and  to  bring  the  order. 
A  folder  also  may  relieve  the  letter  of  many  technical  details. 


34  DIRECT  AD\'ERT1SIXG  §  '20 

Many  large  advertisers  have  various  envelope  slips  that  thcv 
send  out  with  form  letters,  and  it  is  not  unusual  lor  these  slips 
to  bring  in  enough  business  to  meet  the  cost  of  the  entire 
follow-up  matter.  Publishing  houses,  for  instance,  send  out 
such  slips  to  announce  their  newest  books ;  mail-order  dealers 
vise  them  for  exploiting  some  specialty  that  they  have  just 
begun  to  handle ;  and  so  on. 

Sometimes  it  is  advisable  to  continue  a  series  of  alternating 
letters,  folders,  and  cards  for  many  months,  striving  to  have  a 
pleasing  variety,  so  that  the  recipients  of  the  matter  will  not 
become  bored.  In  such  cases,  the  various  pieces  of  the  fol- 
low-up matter  should  not  be  sent  out  in  haphazard  style.  The 
entire  schedule  should  be  carefully  planned  in  advance,  and  a 
careful  record  kept  of  the  results  of  each  piece  so  far  as  is 
possible. 


DEALER  WORK 

39.  \\'hcn  a  concern  disposes  of  its  products  through  the 
dealer,  its  problem  is  not  only  to  get  the  consumer  to  ask  for 
the  product  but  to  get  the  dealer  to  supply  the  demand,  to 
learn  the  selling  points  of  the  product,  to  stock  it,  push  it,  and 
continue  to  increase  its  sales. 

Direct  advertising  is  an  efificient  means  of  doing  this.  By 
means  of  a  direct-advertising  campaign,  including  a  house 
organ,  the  dealer  can  be  taught  to  sell  the  product.  An  effort 
can  be  made  to  supply  him  with  all  the  dealer  helps  he  will  use 
and  to  see  that  he  uses  them.  These  helps  will,  in  most  cases, 
have  to  be  imprinted  before  being  sent  to  the  dealer  to  insure 
his  using  them  and  to  keep  him  from  marring  them  with  a  rub- 
ber stamp  imprint.  From  a  legal  standpoint  it  must  be  remem- 
bered not  to  imprint  the  dealer's  name  as  agent.  Such  word- 
ing as  Sold  by  is  safe.  This  point  is  considered  in  the  Section 
on  Laii/  an  Advertising  Man  Should  Knotc. 

By  means  of  direct  advertising,  contests  may  be  staged 
between  the  dealers  or  between  salesmen  and  sales  largclv 
increased.  One  firm  increased  its  sales  nearly  $250,000  in  an 
off  season  by  a  direct  campaign. 


§-0  DIRJ-:CT  ADXERTlSlNc;  35 


Hon    THi;   wiioi,KS\i,|.;u   r\\   vsk   fiiniorT    \nvKRTisi\r; 

40.  The  case  of  tin.'  lohacco  wliolcsalci-  nn'iitioiiefl  in 
Art.  ,'{4  is  a  concrete  instance  of  how  the  wholesaler  can  use 
direct  advertising. 

41.  Wholesalers  frequently  buy  in  large  quantities  and 
their  profits  often  depend  on  their  abihty  to  sell  their  pur- 
chases while  still  on  the  road.  A  feed  wholesaler  built  up  a 
considerable  business  solely  by  means  of  inexpensive  mailing 
cards  giving  the  prices  per  ton  of  various  cars  of  feeds  that  had 
been  shipped  him.  The  nearer  they  were  to  their  destination, 
the  more  he  shaded  the  price,  because  he  had  to  move  them, 
having  no  storage  capacity  to  amount  to  anything.  By  this 
means  he  used  the  railroad  cars  for  his  storage  houses. 

42.  Another  use  of  direct  advertising  for  the  wholesaler 
is  to  alternate  it  with  the  salesman's  calls.  In  the  case  of  a 
wholesale  grocery  firm,  the  margin  of  profit  is  not  large  and 
the  salesman  cannot  afford  to  call  at  all  of  the  smaller  and  • 
out-of-the-way  places  every  week,  so  a  series  of  mailing  cards, 
price  lists,  etc.  will  keep  the  house  in  touch  with  these  smaller 
buyers. 

A  salesman  for  a  wholesale  house,  who  had  a  capital  of  less 
than  a  thousand  dollars,  rented  a  warehouse,  20  ft.X40  ft.,  and 
stocked  it  with  goods,  going  into  the  wholesale  business  for 
himself.  His  first  move  was  to  prepare  a  modest  circular,  and 
this  he  mailed  to  retailers  whose  trade  he  was  after.  It  brought 
some  immediate  returns.  A  catalog  was  issued  and  the  mail- 
ing list  increased,  with  a  consequent  increase  in  business. 

This  same  concern  today  wholesales  nearly  fifteen  million 
dollars  worth  of  goods  to  thirty  thousand  or  more  retail  mer- 
chants in  America.  It  occupies  twenty  acres  of  floor  space  and 
is  rated  at  more  than  a  million  dollars. 


36  DIRECT  ADX'ERTlSIXr.  S  20 


HOAV  THE  RETAILER   CA\   I  SE   WIRECT   ADVERTISING 

43.  The  retailer  can  well  use  direct  advertising  because  he 
is  in  all  likelihood  handling  any  number  of  different  lines 
already  advertised  in  the  magazines,  in  newspapers,  on  the  bill- 
boards, etc.  By  the  use  of  carefully  planned  direct  advertising 
of  his  own  and  that  furnished  by  the  wholesaler  or  manufac- 
turer he  can  tie  up  his  store  with  the  general  campaign. 

Even  where  a  dealer  handles  goods  under  his  own  brand  he 
can  make  use  of  direct  advertising.  Well-thought-out  letters 
to  a  select  list  of  customers  have  proved  effective  in  retail 
work.  A  series  of  mailing  folders  along  the  lines  of  the  book- 
let used  by  the  mail-order  advertiser  can  be  used.  If  the 
retailer  is  handling  a  style  or  seasonal  product  he  can  issue  let- 
ters or  folders  at  the  height  of  the  style  season.  In  clothing, 
for  instance,  this  would  be  spring  and  fall.  In  many  cases  the 
retailer  can  use  folders  or  letters,  or  both,  to  advantage  every 
month  or  oftener. 

Such  a  campaign  will  accomplish  three  things:  (1)  It  will 
continually  remind  regular  customers  that  the  advertiser  wants 
to  retain  their  trade;  (2)  those  who  are  not  already  customers 
will  have  the  advertiser's  name  kept  before  them,  and  later 
when  ready  to  purchase  they  will  probably  patronize  the  adver- 
tiser; (3)  those  who  do  not  read  newspaper  advertisements  or 
who  have  been  interested  by  magazine  or  other  advertising  of 
the  manufacturer  or  wholesaler,  will  learn  that  the  retailer  is 
the  local  outlet  for  such  products. 

The  retailer  has  one  means  of  distributing  his  direct  adver- 
tising that  is  not  practicable  for  many  other  dealers;  he  can 
make  use  of  house-to-house  distribution,  often  at  a  consider- 
able saving  over  the  use  of  the  mails  and  in  some  cases  with 
better  results. 

Some  cities  forbid  house-to-house  distribution,  so  it  is  well 
to  look  into  the  local  laws  before  trying  such  a  plan. 

44.  A  Portland,  Me.,  firm  of  clothiers  and  men's  and  boys' 
outfitters  divides  its  mailing  list  of  about  3,000  well-selected 
names  into  two  parts,  one  for  the  men's  department  and  the 


§i>o  DiRiXT  ai)\"i<:rtisinc;  37 

other  for  the  boys',  and  these  parts  in  turn  are  divided  to  indi- 
cate those  in  town  and  those  out  of  town.  This  classifying 
saves  waste ;  for  instance,  a  catalog  is  prepared  for  mail-order 
purchasers  that  they  may  use  for  future  reference  and  as  a 
guide  to  the  diti'erent  stocks.  This  catalog  would  be  of  prac- 
tically no  interest  to  the  city  mailing  list. 

Suitable  matter  is  mailed  to  this  list  four  to  six  times  a  year. 
'J'hree  of  these  mailings  are  never  deviated  from.  These  are  a 
spring  fashion  booklet,  a  fall  fashion  booket,  and  the  regular 
New  Year's  greeting.  Letters  and  booklets  form  the  major 
part  of  this  firm's  campaign,  though  they  have  added  to  their 
popularity  and  incidentally  to  their  list  of  profitable  names  by 
the  use  of  a  novelty  gift,  a  key  ring  with  a  little  plate  so  worded 
and  numbered  that  should  the  bunch  of  keys  to  which  the  plate 
is  attached  be  lost,  the  finder  will  bring  them  to  the  store  for 
identification. 

45.  Direct  advertising  ofifers  great  opportunity  to  the 
retailers  in  the  smaller  cities  and  towns  for  the  extension  of 
their  territory.  It  is  especially  true  in  these  days  of  improved 
roads  and  the  automobile  that  the  retailer  may  draw  from  a 
wider  surrounding  ■territory  by  skilfully  planned  direct-by-mail 
matter. 

HOW   THE  BANKS   CAN   TSE   DIRECT   ADVERTISING 

46.  Bank  patrons  are  usually  easily  located.  Therefore, 
the  use  of  direct  advertising  by  the  banker  is  quite  logical.  A 
bank  can  watch  the  birth  column  in  the  daily  paper  and  address 
a  letter  to  the  new  arrival  in  the  home,  offering  a  free  savings 
bank,  for  instance,  and  inviting  "him"  or  "her"  to  use  this  bank 
when  the  time  arrives.  This  will  produce  a  good-will  effect 
even  though  the  parents  are  already  banking  elsewhere. 

Those  moving  into  the  community  may  be  welcomed  by  a 
letter,  and  an  indirect  suggestion  that  they  call  at  the  bank  will 
probably  result  in  several  accounts. 

One  bank  in  the  West  increased  its  deposits  by  more  than 
$200,000  in  four  years  by  a  small  hou^e  organ  sent  regularly 
to  prospective  and  actual  depositors. 


38  D1RJ-:CT  .\L)\l-:kl  ISI.\(,  §20 

111  tlic  South,  at  the  time  the  cotton  crop  is  sold,  the  local 
planters  may  be  circularized  and  new  banking  connections 
opened  u]).  In  other  sections  the  time  when  the  biggest  local 
crop  is  harvested  is  a  good  titne  to  circularize.  A  consistent 
campaign  at  all  seasons  is  well  worth  while. 


HOW   THE   RIANIFACTT'REB   1  SES   DIRECT   ADVERTISING 

47.  One  manufacturer  who  had  used  with  poor  results 
something  over  $10,000  in  publication  advertising  to  sell  dealers 
on  a  certain  cooperative  campaign,  then  took  up  a  series  of 
direct  mail  advertisements  to  the  same  prospects  and  produced 
more  than  enough  direct  returns  to  pay  for  the  campaign. 

Direct  advertising  brings  results  quickly,  or  not  at  all,  as  a 
rule,  and  this  is  the  reason  why  the  manufacturer  has  found 
it  so  much  to  his  advantage.  No  campaign  is  really  complete 
^vithout  some  direct  advertising. 

Some  manufacturers  produce  a  highly  specialized  product — 
as  a  mammoth  turbine,  for  instance.  The  possible  users  of 
these  tiu-bines  are  limited  and  usually  well  known  in  advance. 
General  campaigns  would  not  interest  a  sufificient  number  to 
pay  their  way.  A  direct-advertising  caiupaign  permits  the 
manufacturer  to  go  direct  after  the  business  of  those  whom  he 
knows  are  possible  prospects. 

A  manufacturer  of  an  of^ce  api)liance  by  means  of  a  direct 
advertising  campaign  doubled  the  number  of  dealers  in  little 
more  than  two  years  with  a  proportionate  increase  in  volume 
of  business. 


HOrSE-TO-HOrSE   SAMPLE   DISTRIBITIOX 

48.  The  distributing  of  samples  from  door  to  door  is  a 
form  of  direct  advertising  that  often  is  effective. 

Samples  are  also  distributed  by,  mail.  The  chewing  gum 
manufacturer  mentioned  in  Art.  31,  sampled  the  complete  list 
published  in  the  telephone  directory  of  a  large  city,  sending 
sample  packages  of  his  new  brand  of  gum  and  a  short  letter. 
It  was  one  of  the  means  used  to  introduce  this  new  brand  in 
an  alreadv  crowded  market. 


§-^'  DIK|.:CT  ADVJ^RTISING 


MECHANICAI.  J>ETAII.S    OF  DIRECT 
ADVERTISING 


aiAtf.llVG   I/ISTS 

49.  Aside  fro.,  H,e  «•.,,,  and  means  of  direct  advertising 
tliere  are  several  MKcl.anieal  ddails  that  mttst  be  given  eare  rd' 
consideration.  ^  t-dreiui 

list'^anVr  ^"^^"'"^"^^•^^  P'-^bleni  is  how  to  secure  a  mailing 

bast,;:'    ' '':'' '' '''''■  ^''' "^'-^'^-^ ^-^ "--^^-^ o' 

bleaks  the  campaign  and  ,s  a  detail  that  must  be  given  first  con 

or  a  sink  hole.  Each  dead  name  is  a  dead  loss  in  postage  labor 
and  printed  matter.  Each  live  name  is  a  live  asset  in  propoi^ 
tion  to  the  wisdom  with  which  it  is  handled 

No  list  will  be  100  per  cent,  perfect  at  any  time    and  tlie 
o  der  the  list  is,  the  more  inaccurate  it  will  become  by      ast 

;!=$,  1^'-'  ''  '''---'■  ^-^-  ^^--  -  ^-^-ss 

50.  Sources  of  Mailing  Lists.-There  are  at  least  ci-ht 
definitely  settled  ways  of  securing  a  mailing  list:  Answc  to 
advertisements,  purchase  of  lists  from  firms  making  a  business 
of  selling  lists,  reports  of  salesmen,  directories,  rating  books  of 
commercial  agencies,  press  clippings,  government  records,  and 
the  advertiser's  ledgers. 

51.  Any  firm  that  is  doing  publication  advertising  will 
receive  some  answers,  whether  trade,  class,  or  general  mediums 
are  used.  These  answers,  naturally,  form  a  first-rate  mailinc. 
list.  *> 

_  52  It  is  possible  to  buy  classified  lists  from  concerns  mak- 
ing a  business  of  compiling  such  lists.  If,  for  instance,  a  manu- 
facturer makes  a  style  of  shelving  peculiarly  adapted  to  chain 
shoe  stores,  he  can  buy  a  list  of  such  chain  shoe  stores  and  cir- 
cularize them  direct.  Those  having  something  to  sell  to  libra- 
ries can  obtain  a  list  of  libraries.    A  list  of  the  owners  of  cer- 


40  DIRECT  AD\T.RTISING  §  20 

tain  makes  of  autoniol)iles  may  be  secured  by  those  selling  a 
new  accessory  for  automobiles. 

."53.  Salesmen  should  report  regularly  the  names  and 
addresses  of  those  on  whom  they  call,  and  the  reports  of  these 
calls  may  be  used  to  form  a  regular  mailing  list.  The  sales- 
man now  covering  certain  territory  may  leave,  and  it  will  be 
well  to  follow  up  his  efforts,  on  behalf  of  the  new  salesman. 
Moreover,  the  salesman  now  covering  the  territory  can  be 
helped  to  increase  his  sales  by  a  direct-advertising  campaign. 

."5-dl:.  Directories  form  a  fertile  field  for  lists.  There  are 
city,  telephone,  and  classified  directories ;  then  there  are  direc- 
tories of  many  of  the  trades,  as  well  as  directories  of  commer- 
cial, advertising,  fraternal,  labor,  and  social  organizations. 
There  is  likely  to  be  a  large  percentage  of  duplication  in  using 
several  directories,  because  the  same  names  will  be  listed  by  all. 

.55.  The  rating  books  of  the  commercial  agencies  are  used 
by  many  to  make  up  mailing  lists.  There  arc  two  points 
against  them  :  no  street  addresses  are  given  and  in  certain  large 
cities  the  post  offices  will  not  supply  tlie  missing  street 
addresses,  also  it  is  hard  to  compile  a  list  from  the  rating  books 
on  any  general  basis  except  estimated  wealth.  Though  they 
give  the  class  of  trade  or  manufacture,  to  compile  a'  list  of 
butchers  in  a  state  from  a  rating  book  is  a  tedious  job.  Rat- 
ing books  should  be  used  to  check  mailing  lists  for  financially 
responsible  prospects. 

56.  Press  clippings  are  useful  sources  of  information. 
From  them  one  can  learn  the  names  of  advertisers,  secure 
notices  that  relate  to  a  particular  })roposition,  whatever  it  may 
be,  as  fires,  removals,  real-estate  purchases,  business  changes, 
new  banks  and  other  corporations,  etc.  A  good  press  clipping 
bureau  will  furnish  information  along  definite  lines. 

.57.  There  is  an  almost  unending  list  of  governmental 
records  that  will  help  the  advertiser  in  planning  a  direct-adver- 
tising campaign.  In  the  cities  he  can  use  the  city  tax  lists,  per- 
mits, licenses,  marriage  records,  building  permits,  etc.     In  the 


§20  DIRF.rr  ADVERTISING  41 

counties  and  slate  there  will  be  the  registration  lists,  county 
tax  lists,  labor  and  eoninierce  reports,  etc.  Nationally  there 
are  income-tax  lists,  labor  and  commerce  records,  etc. 

58.  The  one  obvious,  yet  most  frequently  overlooked, 
source  of  live  names  for  the  advertiser  is  his  own  ledgers. 
Good  buyers  may  be  made  into  better  ones ;  accounts  that  have 
lapsed  may  be  reopened.  This  source,  too,  is  not  likely  to  be 
used  by  the  competitor,  which  is  an  advantage  over  the  use  of 
any  public  lists. 

59.  Valueless  Lists.— For  the  use  of  the  advertiser  of 
breakfast  food,  flour,  clothing,  or  any  article  of  common  use, 
lists  of  unselected  or  unclassified  names  and  addresses,  such 
as  those  copied  from  a  directory,  are  usually  not  worth  the 
paper  on  which  they  are  written.  There  is  nearly  always  some 
good  material  in  such  a  list,  but  the  cost  of  covering  a  large 
number  of  names  to  get  in  touch  with  a  few  persons  that  may 
be  interested  makes  it  unprofitable. 

Advertisers  are  often  importuned  to  buy  lists  made  up  of 
names  of  all  persons  in  certain  counties,  or  of  all  taxpayers  in 
some  city.  Such  lists  may  be  safely  left  alone,  unless  the  occu- 
pations of  the  persons  covered  in  the  list  are  so  closely  related 
to  what  the  advertiser  is  selling  that  these  persons  are  likely 
to  be  interested.  Such  a  general  list  might  be  valuable  to  a 
newspaper  canvassing  for  new  subscribers,  but  this  is  an  excep- 
tion to  the  general  rule. 

Time  may  entirely  destroy  the  value  of  a  once  valuable  list, 
and  most  lists  deteriorate  rapidly.  It  is  not  enough  that  a  mail- 
ing list  should  be  corrected  once  a  year,  but  great  stress  should 
be  laid  upon  the  fact  that  it  must  be  kept  alive  month  by  month, 
and  corrections  should  not  be  allowed  to  pile  up  but  should  be 
nride  immediately.  If  the  advertiser  is  in  doubt  about  the 
value  of  a  seemingly  good  list,  he  should  try  a  hundred  names 
and  watch  results  before  going  to  great  expense. 

GO.     Method  of  Determining  the   Value    of   a   last. 

Following    are    scvc-ral    (|ue'Stions    that    the    advertiser    shouKI 
answer  satisfactorily  before  purchasing  a  mailing  list: 


41' 


DIRECT  Ain"l':RTISIX( ; 


§20 


Are  the  persons  on  the  list  likely  to  be  interested  in  mv 
offers  ? 

Have  the  names  and  addresses  been  compiled  recently?  If 
not,  has  the  list  been  revised  intelligently,  addresses  brought 
up  to  date,  and  all  "dead"  names  cast  out? 


^os!t  Carb 


tlljc  l^epublican  ^ublisfjing  Co. 


(  The  Graphic  Arts  Press  ) 

Hamilton,  0f)\o 


W\it  i^ublitaii  ^bltsijtng  Companp,  ^omiUon,  (@t)io 


Gentlemen:     Shall  be  glad  to  see  your  representative  on  or 
about with  regard  to 

Name 


Position. 
Firm 


Town. 


.State. 


Fig.  14 


Has  the  list  already  been  used  so  much  that  its  value  has  been 
exhausted  or  seriously  depleted? 

Unless  the  advertiser  is  thoroughly  satisfied  on  these  points, 
he  will  do  well  not  to  purchase,  but  to  make  a  conditional  pur- 


§20  DIRKCT  ADXKKTISINV.  43 

chase;  that  is,  to  purchase  tlie  right  to  use  a  specified  part  of 
the  list,  the  sale  of  the  whole  to  he  dependent  on  the  residts 
received  from  his  test. 


IJIOTI  K\    IM>S'I'    <'\I<I>S 

61.  If  a  campaign  of  direct  advertising  is  intended  to 
produce  results  in  direct  returns,  a  retiu-n  post  card  should  he 
included  with  every  piece  sent  out.  Nothing  is  more  likely  to 
improve  the  results  than  the  return  post  card. 

There  are  two  kinds  of  post  cards,  attached  and  detached. 
As  a  general  rule,  it  seems  that  those  detached  from  the  mail- 
ing piece  produce  slightly  in  excess  of  those  attached  as  a  part 
of  it.  Fig.  14  shows  both  sides  of  a  detached  card.  On  either 
kind,  if  the  customer's  personal  signature  is  not  required,  the 
prospect's  name  and  address  may  be  placed  on  the  card  as  a 
signature  before  mailing  it  to  him.  Then  he  has  only  to  mail  it. 
Many  advertisers  run  the  return  cards  through  an  addressing 
machine  before  sending  them  out  with  the  mailing.  Fig.  15 
shows  a  three-fold  folder,  the  third  fold  of  which  is  a  return 
post  card,  to  be  detached. 

62.  A  convenient  use  is  frequently  made  of  the  post  card 
to  fasten  the  piece  for  mailing.  Fig.  16  illustrates  such  a  folder 
w^ith  the  post  card  on  the  outside  of  the  piece.  This  particular 
post  card  serves  two  purposes :  it  not  only  fastens  the  piece  for 
mailing  but  is  already  signed  with  the  prospect's  name,  and 
that  signature  by  the  manner  of  using  is  also  the  address  used 
to  mail  the  piece  to  the  prospect.  When  folded,  the  outside  of 
the  folder  shows  the  halftone  part,  "The  Invisible  Machinery 
of  the  Stock  Alarket,"  and  the  card,  folded  up  over  the  edge 
and  inserted  in  the  slot,  locks  the  folder  together.  Thus  the 
upper  part  of  the  card  is  covered  and  only  the  lower  part  bear- 
ing the  prospect's  name  and  address  can  be  seen  and  this  serves 
as  the  address  for  the  folder. 


The  vital   question   today  —  in    IVar   and   in   Buiineu  - 
this ARE  YOU  FIT'? 


is  briefly 


ThU  IS  an  age  of  "the  suivival  of  the  fittest."  Big  duties;  major  respon- 
sibihties  are  ahead  of  every  fighting,  working,  thinking  man  in  America-  The 
world  conflict  is  a  test  of  fitnesi.     SO  IS  BUSINESS. 

You  can  find  out  quickly  and  accurately  how  you  "stand"  physically  at  Bailie 
Creek — where  the  body  is  examined  and  llie  efficiency  measured  wilh  scienti.ic 
precision — all  guesswork  eliminated. 

And  more  than  that — you  can  build  yourself  up  to  high  health  standards  at 
Battle  Creek — get  quickly  in   "fighting  trim"   for  big  business  battles. 

"Physical  Prepareclness"  is  now  of  equal  importance  to  the  man  on  the  firing- 
line  of  Battle,  and  to  the  man  on  the  firing-line  of  Business. 

;  THE  MEASURE  OF  A  MAN"  is  a  book  that  tells  the  timely  tale  of 
"physical  fitness."     Send  the  card  and  read  the  book — free. 

The  Battle  Creek  Sanitarium     -         -     Battle  Creek,  Michigan 
Health  Recruiting  Station 


THE    MEASURE   OF  A    MAN 


Send  the  FREE  book  that  tells  the  timely  tale  of  "physical  fitness" 
and  its  importance  to  me. 


Na 


Street. 
C,ly_ 


Stale. 


Li^irn  Ix  /t|/il  Iht  /Jjillci  0/  Ouiincii  ol  Balllc  Cit<k 


l-i...  i: 


The  Invisible  Machinery 

of  the 

Stock  Market 


or  lit  al»j> .  in...i  «.cccjv(i.l  .11  the  buMiir«  ..f  vihuli  ).»i 
li.ivr  tlnrgrcaim  ktinwIedK*. 

llii:  St...k  Mj.kcl  (ur  io.rjncr     d<.  v..ii  kn..«  .1.  mu.h  .i. 
;(i«  abiiin  il.r  itrntr  »..rkini;<  .'f  ihc  cvti>..l.iy 

June.  It  B..kcr.  M>.fk  «i..Ui%.  I.jvc  jl»J>>  1"-ld  lli.il  the  i.i...<  |ii.*l- 
.iblc  iv...ll>  .uc  «c.ure,l  «l..ii  tin-  aialonlci  li.u  a  (Icac  ■.i.,ltt%ur.d.iii: 
•>f  hi^  l)p>kCT'»  bu<i 

"UiiT's  (iF.n   vcoi'MNiro" 


JONES  &  BAKER 

STOCK  BROKERS 
NEW  YORK,;  50  UtoinJ  Strwi— SOS  Fifth  Atcnoe 


ttM««w  BulUUM 


45 


r" 


ptiujtc  jVi.iilms  Caro 


JONKS  &  OAKCKli 

j'li  IIKD.M)  >TKIK1 

NEW  'lOKK.  N.  V. 


Fig.  16 


I  L  T  102C— 19 


46  DIRECT  ADVERTISING  §20 


ORDER    BLANKS 

63.  Order  blanks  may  or  may  not  be  post  cards.  Where 
post  cards  are  not  used,  frequently  inexpensively  printed  order 
blanks  are  enclosed  not  only  to  make  it  easier  for  the  prospect 
to  order  but  to  form  a  means  of  checking  the  returns  from  a 
particular  mailing. 

IMPRFNTIIVG  DEALERS'  AIDS 

6-4.  In  using  direct  advertising  through  dealers,  an  almost 
invariable  rule  is  that  it  be  imprinted  with  the  dealer's  name 
and  address.  Fig.  17  illustrates  the  methods  by  which  direct 
advertising  is  imprinted  for  the  dealer.  This  imprinting  is 
sure  to  arouse  more  interest  in  the  dealer  than  if  the  pieces  are 
not  imprinted  and,  moreover,  may  keep  him  from  marring  an 
otherwise  good  piece  of  printing  with  a  rubber-stamp  imprint. 

For  convenience  in  handling  it  is  usual  to  imprint  direct 
advertising  for  dealers  in  one  of  two  places,  either  on  the  front, 
as  in  the  case  of  the  pencil  advertisement,  or  on  the  back  as  in 
the  case  of  the  steel-furniture  advertisement.  Some,  though,  are 
imprinted  on  the  inside  of  the  piece  by  having  the  lower  sheet 
extend  below  the  upper  one,  as  in  the  case  of  the  refrigerator 
advertisement  in  Fis;.  17. 


POSTAL  INFORMATION 

65.  Domestic  Mail  Matter. — Domestic  mail  matter 
includes  matter  deposited  in  the  mails  for  local  delivery,  or  for 
transmission  from  one  place  to  another  within  the  United 
States,  or  to  or  from  or  between  the  possessions  of  the  United 
States,  and  is  divided  into  four  classes. 

The  following  information  in  regard  to  classes  and  rates  of 
mail  matter  is  true  at  the  time  it  is  written.  It  should  be 
remembered,  however,  that  postal  laws  and  regulations  are  sub- 
ject to  change,  therefore  in  planning  an  advertising  campaign 
in  which  any  extensive  or  unusual  use  is  to  be  made  of  the 
mails  it  is  always  advisable  to  consult  the  latest  edition  of  the 
Postal  Guide,  or  the  postmaster,  to  determine  what  rates  or 


§20 


DIRECT  ADVERTISING 


47 


regulations  may  apply  to  the  particular  case.  A  slight  differ- 
ence in  the  form,  suhstance,  or  enclosure  of  a  piece  of  advertis- 
ing matter  may  determine  whether  it  is  subject  to  first-,  third-, 
or  fourth-class  rates. 

(>6.     First  Class. — Included  in  the  first  class  are  :     Let- 
ters, all  matter  sealed  against  inspection,  United  States  postal 


OOD  FOOD- KEEPING— a        ,  __ 

kuepinf;  your  foodstuffs  in  fresh,  clean  and  ap- 

Jpctizing  conditicn  for  the  longest  possible  time 
—  is  almost  entirely  a  matter  of  refrigeration. 

cct  llie  cheaply  made  "  ice  box  "  to  do  good 

icll  at  the  price  it  docs,  it  can't  be  made 

of  the  rijjht 

efficient 


lEluiiituKUi  (6tfts  fnr 
llrar  'nni«i»  Mar 


l>l»     K.    <  llrl.-l 
.1  SI  \,  MAIM- 


Refrigerators 


Fig.  17 


cards,  post  cards  (private  mailing  cards)  bearing  written  mat- 
ter, and  all  matter  wholly  or  in  part  in  writing,  except  manu- 


4S  DIRECT  ADX'RRTTSIXr.  §20 

script  copy  accompanying  proof  sheets  or  corrected  proof  sheets 
of  the  same,  and  the  writing  authorized  by  law  to  be  placed  on 
matter  of  other  classes.  Typewriting  and  carbon  and  letter- 
press copies  thereof  are  the  equivalent  of  handwriting  and  are 
classed  as  such  in  all  cases. 

07.  The  rate  for  letters  and  other  first-class  matter 
(except  drop  letters  and  postal  and  post  cards)  is  3  cents  for 
each  ounce  or  fraction  of  an  ounce. 

The  rate  for  drop  letters  is  2  cents  per  ounce  or  fraction  of 
an  ounce.  This  rate  applies  to  all  letters  mailed  for  delivery 
within  the  postal  district  of  the  office  where  they  are  deposited, 
including  delivery  by  city,  rural,  or  other  carriers  of  such  office, 
and  it  applies  also  to  offices  that  have  no  free-delivery  service. 

The  rate  on  all  United  States  postal  cards,  whether  printed 
or  bearing  writing,  is  2  cents  each. 

The  rate  on  post  cards,  or  private  mailing  cards,  bearing 
tvritten  messages  is  2  cents  each.  Printed  post  cards  not  bear- 
ing any  written  additions  unauthorized  for  third-class  matter 
are  subject  to  third-class  rates. 

G8.  Post  cards  manufactured  by  private  persons,  of  an 
unfolded  piece  of  cardboard  in  quality  and  weight  substantially 
like  the  Government  postal  cards,  not  exceeding  in  size 
3^"jTX5/g-  inches,  nor  less  than  2;54X4  inches,  as  shown  on 
following  page,  are  transmissible  without  cover  in  the  domestic 
mails  at  the  rate  of  2  cents  each.  Such  cards  may  be  of  any 
color  not  interfering  with  a  legible  address  or  postmark. 
Advertisements  and  illustrations  may  appear  on  the  back  of 
the  card  and  on  the  left  half  of  the  face.  The  right  half 
must  be  reserved  for  the  address. 

Cards  that  do  not  conform  to  the  foregoing  conditions  are 
chargeable  with  postage  at  the  letter  rate,  if  wholly  or  partly 
in  writing,  or  at  the  third-class  rate  if  entirely  in  print. 

Folded  advertising  cards,  and  other  matter  entirely  in 
print,  arranged  with  a  detachable  part  for  use  as  a  post  card, 
are  mailable  as  third-class  matter.  Double,  or  folded,  post 
cards  (that  is,  cards  in  the  form  of  U.  S.  reply  postal  cards) 
are  not  authorized  by  law. 


§20 


DIRECT  ADVERTISING 


49 


69.     Second  Class. — Second-class  matter  includes  news- 
papers and  periodicals  bearing  notice  of  entry  as  second-class 


1 

LJ 

llJ       O       Q-       u 

O       <        5       IE 

"^       fe        <       1^ 
^r'      <"      H      T 
tl-      0      w      ^ 

a. 

• 

^ 

o 

u 

O 

t:sj 

'£ 

/^ 

CO 

O 

—) 

\^ 

rx4" 
ARD 

1L 

o 

cT      (J 

^-^ 

1    h- 

s    0) 

s    O 

s    CL 

s 

X 

-G 

CO 

s 

3 

e 

■p. 

a 

S 

matter.     The  rate  of  postage  on  newspapers  and  periodicals 
of  the  second  class  when  mailed  by  others  than  the  publisher  or 


50  DIRECT  ADVERTISING  §  20 

a  news  agent  and  sent  unsealed  is  1  cent  for  each  4  ounces  or 
fraction  thereof,  on  each  separately  addressed  copy  or  package 
of  unaddressed  copies.  On  matter  entered  as  second  class  and 
mailed  by  the  publishers  and  news  agents,  a  special  rate  is 
granted.  Application  for  entry  of  a  publication  as  second- 
class  matter  should  be  made  through  the  local  postmaster. 

70.  Third  Class. — Third-class  matter  embraces  circu- 
lars, newspapers,  house  organs  and  other  periodicals  not 
admitted  to  the  second  class  nor  embraced  in  the  term  "book," 
also  miscellaneous  printed  matter  on  paper  and  not  having  the 
nature  of  personal  correspondence,  proof  sheets,  and  manu- 
script copy  accompanying  the  same.  (Matter  printed  on  other 
material  than  paper  is  fourth  class.)  Books  are  included  in 
fourth-class,  or  parcel-post,  mail,  as  also  is  miscellaneous 
printed  matter  in  parcels  weighing  more  than  4  pounds. 

Third-class  matter  must  be  sent  unsealed,  and  the  limit  of 
weight  is  4  pounds.  The  rate  is  1  cent  on  each  2  ounces  or 
fraction  thereof  on  each  individually  addressed  piece  or  pack- 
age. Parcels  of  printed  matter  weighing  more  than  4  pounds 
are  mailable  at  fourth-class,  or  parcel-post,  rates. 

71.  Fourth  Class. — Fourth  class  embraces  that  known 
as  domestic  parcel-post  mail,  and  includes  merchandise,  farm 
and  factory  products,  seeds,  cuttings,  bulbs,  roots,  scions,  and 
plants,  books  (including  catalogs),  miscellaneous  printed  mat- 
ter weighing  more  than  4  pounds,  and  all  other  mailable  mat- 
ter not  embraced  in  the  first,  second,  and  third  classes. 

The  rates  of  postage  on  fourth-class  matter,  which  nuist  be 
fully  prepaid  and  unsealed,  are  as  follows : 

(a)  Parcels  weighing  4  ounces  or  less,  except  books, 
seeds,  plants,  etc.,  1  cent  for  each  ounce  or  fraction  thereof, 
any  distance. 

(b)  Parcels  weighing  8  ounces  or  less,  containing  books, 
seeds,  cuttings,  bulbs,  roots,  scions,  and  plants,  1  cent  for  each 
2  ounces  or  fraction  thereof,  regardless  of  distance. 

(f)  Parcels  weighing  more  than  8  ounces,  containing 
books,  seeds,  plants,  etc.,  parcels  of  miscellaneous  printed  mat- 
ter weighing  more  than  4  pounds,  and  all  other  parcels  of 


§  20  DIRECT  ADVERTISING  51 

fourth-class  matter  weighing  more  than  4  ounces  are  charge- 
able according  to  distance  or  zone  at  the  pound  rates,  a  sched- 
ule of  which  can  be  obtained  of  the  local  postmaster.  They 
are  not  included  here  because  frequent  changes  are  likely,  and 
the  latest  schedule  should  always  be  used. 


TYPICAL  CAMPAIGNS 

72.  What  Constitutes  a  Campaign.  —  Properly 
viewed,  a  campaign  consists  of  analyzing  the  problem,  finding 
out  what  it  is  expected  the  advertising  will  accomplish,  and 
then  working  it  to  accomplish  that  result.  The  campaign  may 
make  use  entirely  of  any  one  of  the  various  forms,  whether 
letters,  folders,  mailing  cards,  or  envelope  enclosures,  and  still 
be  a  campaign.  The  experience  of  the  average  business  firm, 
however,  has  proved  that,  as  a  rule,  a  campaign  of  varied 
appeals  will  in  the  long  run  produce  the  most  business,  hence  it 
is  usual  to  vary  the  form  of  the  appeal. 


MARKETING    A    RUBBER    HEEL,    BY    DIRECT    ADVERTISING 

73.  A  rubber-heel  factory  was  started  in  a  small  Ohio 
city.  The  stock  in  trade  at  the  time  consisted  only  of  a  design 
and  shape  for  a  new  kind  of  rubber  heel,  and  the  right  to  mark 
it  "patent  applied  for." 

A  direct-advertising  campaign  was  planned  for  the  makers 
by  a  firm  specializing  in  direct-advertising  work,  and  it  is 
understood  that  within  two  years  the  manufacturers  were  mak- 
ing a  net  profit  each  year  that  rivaled  that  made  by  the  old 
established  rubber-heel  companies  and  that  their  annual  volume 
of  business  was  almost  as  large. 

Outside  of  the  fact  that  the  new  heel  is  made  of  a  good 
quality  of  rubber  of  different  colors  and  of  sizes  to  fit  every 
shoe,  the  principal  talking  point  is  the  suction  shape,  which 
permits  the  rubber  heel  to  be  tacked  on  without  the  use  of 
cement;  the  tacks  are  in  the  center  of  the  heel,  wl^iich  allows 
more  trimming  space  and  the  shoemaker  is  not  obliged  to  carry 


§  20  DIRECT  ADVERTISING  53 

more  than  half  the  number  of  sizes  that  are  required  if  he  uses 
the  orcHnary  flat  rubber  heels. 

Having  analyzed  these  facts,  the  advertising  agents  decided 
that  the  selling  points  were  such  as  would  appeal  to  the  cobbler 
and  shoe-repairing"  man,  and  it  was  to  this  class  of  trade  that 
the  entire  campaign  was  directed. 

The  complete  campaign  consisted  of  a  folder,  mailing  card, 
envelope  enclosure,  a  small  booklet  about  the  use  of  this  rub- 
ber heel  in  hospitals  (see  Fig.  18),  and  a  fair-sized  broad- 
side, not  shown  in  Fig.  18,  which  featured  many  advantages  of 
the  heel  to  the  shoemaker  and  repair  man. 

The  broadside  was  very  successful  in  gaining  the  interest  of 
the  shoe-repair  man  and  when  the  firm's  salesman  came  around 
it  was  not  difficvilt  to  persuade  the  cobbler  to  give  a  trial  order. 

To  supplement  this  direct-advertising  campaign  the  company 
got  out  one  or  two  window  cards,  counter  signs,  etc.  No  other 
advertising  was  done. 

The  booklet  was  designed  to  interest  physicians  and  nurses 
in  the  hospitals  and  has  been  used  extensively,  its  value  being 
an  incentive  to  dealers  and  repairmen  and  not  for  any  direct 
business  obtained  from  hospital  sources.  Many  people  were 
more  impressed  with  the  rubber  heel  when  they  knew  it  was 
largely  used  in  hospital  work. 

This  campaign  is  quite  interesting  because  one  of  the  old 
established  rubber-heel  companies  has  advertised  extensively 
in  newspapers,  magazines,  and  elsewhere.  They  do  not  seem, 
though,  to  have  approached  the  man  who  completes  the  chain 
of  sale — the  cobbler.  At  least  this  campaign  of  the  new  heel 
proved  that  the  cobbler  was  the  keystone  of  the  situation  and 
that  even  a  modest  direct  campaign  produced  excellent  and 
rapid  results. 


HOW    THE    ATL.WTIC    MONTHLY    TXCREASKD    ITS    CIRCULATION 
BY  USE  OF  DiRji<:CT  ADVERTISING 

74,  A  meritorious  product ;  a  carefully  thought  out  plan ; 
good  mailing  lists ;  persistent  effort !  These  essentials  of  suc- 
cessful direct  advertising  are  singularly  well  illustrated  in  the 
subscription  campaign  of  The  Atlantic  Monthly.     In  5  years, 


54  DIRECT  ADVERTISING  §20 

with  a  simple  direct-advertising  plan,  The  Atlantic  has  added 
5o,000  to  its  circulation,  at  4  dollars  a  year  and  35  cents  a  copy. 
Xo  other  method  of  advertising  has  been  employed  to  secure 
t".-.is  remarkable  result.  And  the  publisher  of  The  Athintic, 
^lacGregor  Jenkins,  says :  "For  our  own  individual  problem, 
I  do  not  believe  any  other  method  of  advertising  would  have 
served  the  purpose." 

Here  is  a  publication  that  does  not  hesitate  to  give  frank 
testimony  about  a  form  of  advertising  that  too  frequently  pub- 
lishers regard  as  strictly  competitive. 

Without  doubt,  selling  subscriptions  is  a  most  difficult  test 
for  any  method  of  advertising.  Here  the  advertising  is  obliged 
to  make  good  on  the  basis  of  mail  orders  with  cash  enclosed, 
which  it  produces.  It  must  get  immediate  action.  It  must  do 
all  the  work  itself.  No  salesman  is  employed  to  close  the 
orders.  And  consequently  there  is  no  opportunity  to  credit  a 
portion  of  the  value  of  the  advertising  to  intangible  results — 
to  the  prestige  it  may  have  created,  to  the  educational  work  it 
has  performed,  or  to  the  help  it  has  given  salesmen  in  closing 
sales. 

But  there  was  a  still  more  serious  difificulty  with  the  direct 
subscription  advertising  of  The  Athvitic  Monthly.  Tlie  public 
generally  is  oversolicited  for  magazine  subscriptions.  Pub- 
lishers must  have  paid  subscribers.  Advertising  revenues  are 
directly  dependent  on  paid  circulation.  And  in  the  struggle  to 
get  more  circulation,  publishers  are  offering  magazines  and 
other  periodicals  at  subscription  prices  below  actual  production 
costs.  They  are  losing  money  on  circulation  in  order  to  increase 
their  advertising  revenues.  These  things  tended  to  make  sub- 
scription getting  an  extra  hard  job  even  when  tried  in  person 
by  solicitors. 

In  view  of  this,  it  is  indeed  surprising  that  the  publishers  of 
The  Atlantic  Monthly  should  have  thought  in  1912  that  they 
could  make  any  appreciable  progress  with  the  mild-mannered 
direct-advertising  campaign  they  then  decided  to  put  into 
execution. 

When  the  present  owners  purchased  the  property  in  1908, 
the  magazine   had   a   subscription   circulation   of    13,750.      In 


§  20  DIRECT  ADVERTISING  55 

1912  at  the  time  that  the  special  campaign  was  undertaken  the 
list  had  grown  to  21,200. 

"Our  circulation  today,"  said  Mr.  Jenkins,  "is  81,032,  49,000 
of  which  is  in  subscribers.  That  makes  a  gain  of  27,800  sub- 
scriptions since  we  started  our  direct-advertising  campaign  in 
1912.  Where  we  were  gaining  about  2,000  a  year  before  we 
began  advertising  for  subscriptions,  w^e  are  now  gaining  5,560 
a  year,  as  an  average  over  a  five-year  period.  As  a  matter  of 
fact,  however,  we  are  now  gaining  much  faster,  for  our  last 
mailing  campaign  showed  an  increased  return  of  41  per  cent, 
over  the  year  before.  We  soon  found  that  the  effect  of  this 
work  was  shown  in  news-stand  sales  as  well  as  in  yearly 
subscriptions.  In  1912  we  were  selling  about  4,600  copies  on 
the  news  stands  and  now  are  selling  something  over  28,000. 

"What  sort  of  literature  do  we  send  out?  We  have  but  one 
standardized  piece  of  literature  which  we  have  used  since  the 
very  beginning.  Our  annual  Atlantic  Monthly  Almanac  is  the 
sole  basis  of  our  direct-advertising  campaign.  We  have  never 
used  anything  else  to  secure  new  subscriptions. 

"As  a  result  of  several  years  of  turning  over  this  problem,  we 
finally  decided  on  an  almanac,  and  the  first  issue  was  put  out 
in  1912.  We  mailed  500,000  copies  of  the  1912  almanac  to 
carefully  selected  lists,  and  we  have  been  mailing  editions  as 
large  as  that  and  sometimes  larger  every  year  since. 

"The  Almanac  is  in  no  sense  a  premium.  It  stands  on  its  own 
legs  as  a  distinct  publication.  To  those  of  our  old  subscribers 
who  ask  for  it,  we  mail  free  copies. 

"The  first  two  or  three  years  we  enclosed  a  circular  letter 
with  The  Almanac.  But  the  purpose  of  the  letter  was  not  to 
ask  for  a  subscription.  The  sole  object  of  the  letter  was  to 
explain  the  purpose  of  The  Almanac. 

"W^hen  we  became  convinced  that  The  Almanac  was  firmly 
established  as  an  annual  publication  we  gave  up  the  letter 
enclosure.  The  only  other  change  we  have  made  in  our  plan 
is  that  we  now  enclose  an  order  blank.  At  first  we  printed  a 
subscription  order  blank  on  the  last  page  of  The  Almanac. 
But  we  found  that  people  didn't  want  to  tear  the  page  out.  So 
now  we  enclose  a  blank. 


56 


DIRECT  ai)\i-:rtisixg 


§20 


"We  devote  a  whole  year  to  the  preparation  of  our  lists.  For 
the  first  few  years  we  selected  our  names  from  the  ranks  of 
professional  men,  doctors,  lawyers,  architects,  professors,  and 


8200Q  '^P'      "^P*      r9|09      rsjTo      19111        TsTTJ      r9Tii 


50Q 
oiesl  p 
nthlv' 


ATLANTIC 

MONTHLY 


The 

Atlantic  Monthly 
2llmanaf 

19  17 


It      loJTj 


Sanuary  1917 
the  'Atlantic" had  i 
a  circulalion  of 
81,032  copies 
showing  a  gam. 
of  ISO <    in 
5  year/ through, 
im  lue  of 
Direct 
Advertising 


)a  /9'2  v.'hen  the 
Direct  Adtcrtising  was 
started  thcAllanlic" had 
a  circulation  of 

-•«  28  000 

■.op'"  monthly 


trie 


JThen  "Vie  Atlantic  Monthly"  began  to  use  Direct-by- 
Mail  Advertising  to  increase  its  circulation — 


Fig.  19 


teachers.     One  year  we  based  the  lists  ainiost  entirely  on  the 
alunmi  of  the  various  colleges. 

"But  this  last  year  we  made  a  radical  change  in  our  mailing 
lists.  We  prepared  for  this  most  carefully  by  devoting  two 
years  to  the  preparation  of  an  entirely  new  kind  of  list.     We 


§20  DIRFXT  ADXI'.RTISING  57 

selected  all  our  names  from  the  ranks  of  business  men,  manu- 
facturers, merchants,  and  successful  retailers.  And  the  result 
has  been  a  gain  over  last  year  of  41  per  cent." 

Fig.  19  is  a  graphic  illustration  of  the  increases  in  circula- 
tion due  to  this  direct-advertising  campaign. 

By  comparing  these  practical  results  with  the  theories  that 
have  been  laid  down  in  this  Section,  it  will  be  noted  how  the 
preparation  of  the  list  is  the  important  thing,  and  how  the  loose 
order  blank  increased  returns. 


DIRECT       ADVERTISING       THAT       DEVELiOPED       SAI^ES       OF       A 
WAR  SUNG     PAD 

75.  An  Ohio  concern  manufactured  an  electric  heating 
pad.  No  continuous  efforts  were  being  made  to  increase  the 
sales,  and  though  several  competitors  made  a  heating  pad  none 
of  them  concentrated  on  this  product. 

After  analyzing  their  market  these  people  decided  to  con- 
centrate on  a  single  grade  of  heating  pad  to  be  sold  at  a 
popular  price.  As  their  output  was  limited,  at  first  they  concen- 
trated their  sales  efforts  on  the  states  of  Ohio,  Michigan,  and 
Pennsylvania.  In  going  into  the  matter  of  marketing  the 
device,  it  was  found  that  while  the  regular  electric  shop  would 
handle  these  goods,  the  average  electric  supply  dealer  is  first  of 
all  a  contractor,  and  his  interest  is  more  in  wiring  and  fixture 
contracts  than  in  miscellaneous  specialties.  Further,  it  was 
found  that  many  did  not  have  retail  stores. 

The  company  therefore  decided  to  make  their  big  appeal  to 
the  drug  stores,  and  to  feature  their  electric  heating  pad  as  a 
superior  form  of  the  old-fashioned  hot-water  bottle. 

The  first  piece  of  the  campaign  was  an  illustrated  sales  letter- 
head, the  piece  forming  the  background  in  Fig.  20,  which  fea- 
tured the  Safety  electric  warming  pad  as  a  new  discovery 
because  it  was  safe,  durable,  flexible,  and  at  the  same  time  low 
in  price.  The  pad  itself  was  shown  in  such  a  manner  as  to 
indicate  that  it  was  flexible  and  there  w\is  reproduced  the  box 
container,  which  was  distinguished  by  black  stripes  and  a  red- 
circle   monogram   5"  as   shown   in   Fig.   20.      As   a   means   to 


58 


§  20  DIRECT  ADVERTISING  59 

help  the  sales  of  the  pads  the  company  offered  a  large  counter 
or  window  cut-out  showing  a  pretty  girl  holding  one  of  these 
pads  to  her  face.  As  an  additional  sales  help  the  dealer  was 
provided  with  a  reasonable  quantity  of  the  little  six-page 
envelope  enclosures,  about  3j/^  in.  X  6^4  in.,  on  which  the 
characteristic  stripes  predominated  the  front  cover  design. 
Other  pieces  in  the  campaign  wxre  the  large  folders  and  the 
mailing  cards  also  shown  in  Fig.  20. 

The  illustrated  sales  letterhead,  together  with  a  sample  of  the 
enclosure,  was  sent  out  to  a  selected  list  of  dealers  previous  to 
the  call  of  the  salesman  and  it  proved  to  be  a  very  effective 
introduction.  In  addition  to  this,  the  illustrated  sales  letter- 
head brought  a  number  of  direct  inquiries  that  proved  to  be 
paying  leads. 

The  dealers  having  placed  the  pads  in  stock  were  supplied 
with  cut-outs  and  enclosures  to  distribute.  During  the  Christ- 
mas season  the  company  completely  sold  out  their  output  for 
months  to  come. 

This  campaign  is  an  instance  of  how  a  comparatively  inex- 
pensive but  consistently  planned  direct-advertising  campaign 
increased  the  sales  of  a  specialty. 


ADDRESSOGRAPH   DIRECT-AD\  ERTISIXG   CAMPAIGN 

76.  The  Addressograph  is  a  machine  used  for  the  purpose 
of  duplicating  names  and  addresses.  It  prints  through  a  rib- 
bon with  typewriter  type  and  its  principal  use  is  in  direct- 
advertising  work ;  therefore,  one  of  the  firm's  own  campaigns 
conducted  by  direct  advertising  will  be  particularly  interesting 
to  users  and  producers  of  this  form  of  publicity. 

One  of  their  most  interesting  circular  campaigns  was  what 
they  termed  their  Midsummer  Campaign.  This  campaign 
consisted  of  six  pieces,  designed  to  "liven  up"  prospects  to  a 
buying  point  during  the  hot  summer  months — to  arouse  their 
interest  and  make  them  want  to  know  more  about  the 
Addressograph. 

The  basis  of  the  campaign  was  a  list  of  from  50  to  100 
names  from  each  of  the  salesmen,  of  prospects  they  had  never 


iff  ERE  is 
%^I6HTWavf 


Fig.  21  (o) 


60 


L...  H„„C.„,,,    I,  1„>,rOrl„. 


J.  St«ph«na, 
Adilrossograph  Conpan?* 
901  v.  Vao  E^ron 


H.».  you  .oc,p..,d  th.  offer  of  our  ropr.».nt.tl».,  T..   F.  H,.to, 
c.rry  .     •-ypo.rlt.r  »i!,'  Addro»,ocr.ph  Into  your  orflc 


rn«r  sl!o-   »ddron«ocr«ph  Into  your  o 
«'.r«tion7     If  you  !iti»«  no".,  .«  bollev 


'111  he  worth 


P«rh«pB  tho 
holding  up 

writir  1« 


.  i-ny  that  ,111    !.„,  -h,   tlno   of   yiul^'cl 
Iruiljorjr  tron  tho  shouldom  of  br»ln 


:*   of  »rldr«B--lng  envftlopfln   and  clrouUrB   - 
:^r  eha-fto  -  Imprlntinp  pnv  foran,    phlonlne 
>.l    filling   In   Ton,  ud.f,  ,Uh  p.n   or  typl- 
■.      Piirh«p,  nuol,  ,or»  U  Jono  at  odd  >.i,i, 
.fnotory.      But  If  thoro  la  a  bottor  way  - 


'  It. 


^ypl 


-    ^     ind  alliElnata 

oalfo  monoy  for  yau 

•111  tall  yo 


Will 


11  you  lot  our  repr-iantatlvo  oa-rv  a 
1  aho.  you  Juat  wnat  it  .ill  do?  St  _  _ 
olncst  >i»  oaaily  Inetalled.  flo  trouUo  or  «: 
doBonatrotloi.  -  h»  will  call  at  your  conronl, 
dronaoRraph  with  hie. 


Addroanoeraph   Int 


iph   Into   your  off 

than  a  typawrlla 

connoolod  with 

>I11  have  the  A. 


ADDRESSOGRAPH   C^tI^. 


r: 


W,    J.   St«ph«tiH. 

AddresBOgrHrh  Coi»pa"y. 

301  *.  Van  Bur«n  ri-. 

Chlcaf.0,   ni. 


This  Envelope  was  • 

jo<7tHDK  ed 


Addr«aBo(r«ph  Co.. 
(K.fata.Aitv.Ktr 
Ml  V.Van  Bui 


Fig.  21  16) 


61 


I  L  T  102C— 20 


G2  DIRECT  ADVERTISING  §  20 

called  on,  or  had  not  called  on  since  the  first  of  the  preceding 
year.  This  list  totaled  about  8,000  names  and  was  made  up  on 
address  plates,  such  as  are  used  in  the  machine.  Proofs  of 
each  salesman's  list  were  struck  off  and  mailed  to  each  man  to 
follow  carefully  and  "cash  in"  on  the  campaign. 

The  keystone  of  the  whole  campaign  was  a  demonstration — 
to  bring  the  typewriter-size  Addressograph  into  the  prospect's 
office  and  show  him  the  actual  operation. 

The  cost  of  the  entire  six  pieces  in  this  campaign  amounted 
to  $3,000,  including  postage.  Over  $107,000  worth  of  sales  are 
directly  traceable  to  this  campaign,  which  is  certainly  very 
good.  Attention  should  be  given  to  the  fact  that  the  Addresso- 
graph people  are  consistent  advertisers  and  frequently  have 
advertisements  in  the  publications  as  well  as  an  almost  con- 
tinuous direct-advertising  campaign.  The  publication  adver- 
tisements undoubtedly  helped  to  make  the  midsummer 
campaign  a  success. 

The  six  pieces  of  this  campaign,  which  may  be  considered 
as  points  in  the  campaign  are  shown  in  Figs.  21  (a)  and  21  (b). 

Points  Nos.  1,  2,  and  3  were  mailing  cards  10;)4  inches  wide 
by  6y2  inches  deep.  In  each  case  on  the  reverse  was  a  4-inch 
deep  red  figure  denoting  the  number  of  the  card,  or  point, 
1,  2,  3,  etc. 

Number  1  reads:  "Great  Scott,  Man,  let  me  show  you  the 
RIGHT  WAY !  I'll  call  in  a  few  days."  The  picture  shows  a 
man  addressing  envelopes  with  a  pen  and  ink  from  a  typewrit- 
ten list.    There  is  no  indication  of  Addressograph  on  the  card. 

Number  2  reads:  "Yes — I  agree  with  YOU — this  IS 
DRUDGERY!— that's  why  I'll  soon  call  and  demonstrate  the 
RIGHT  way  1"  The  picture  shows  a  typewriter  with  the  pen- 
written  card  on  the  top  of  the  machine. 

Number  3  tells  in  two  parallel  columns  the  story  of  the  pen- 
addressed  and  the  addressographed  names,  though  the  word 
Addressograph  does  not  appear  anywhere.  The  prospect  is 
asked  to  "Watch  for  the  RIGHT  Way!" 

Number  4  is  reproduced  from  a  life-size  cut-out  of  the  hand 
Addressograph — the  model  on  which  the  drive  was  made ;  at 
the  top  was  printed  in  "HERE  is  the  RIGHT  Way!"     The 


§  20  DIRECT  ADVERTISING  63 

arrow  carries  the  eye  to  the  bottom  of  the  machine  where  these 
words  appear:  "I'm  bringing  one  to  your  office  to  PROVE 
it."  This  wording  is  covered  in  the  illustration.  Aside  from 
these  words  and  a  reproduction  of  an  addressed  envelope  and 
the  words  "Life  Size"  not  a  word  appears  on  the  mailing  cut- 
out, w^hich  measured  14^/2  inches  in  width  by  about  15  inches  at 
the  widest  point.  It  is,  of  course,  run  on  extremely  heavy 
cardboard  to  make  it  stand  up  in  mailing.  The  number  4  does 
not  appear  on  this  piece. 

Number  5  is  a  two-fold  mailing  card,  which,  folded,  mea- 
sures about  5j4  inches  wide  by  6J/2  inches  in  depth.  The 
wording  on  the  cover  is  "Just  say  'When'  and — ."  Shown 
through  the  circle  is  a  half-tone  cut  of  the  salesman  to  whom 
the  return  card,  made  by  tearing  off  the  addressed  portion 
of  the  mailing  folder  as  indicated,  is  addressed.  On  the  back 
fold  the  regular  4-inch  red  letter  5  appears. 

The  sixth  piece  was  a  letter,  filled  in,  which  makes  a  drive 
for  permission  to  call  to  demonstrate  the  hand  Addressograph. 
At  the  bottom  in  red  typewriting  is  this : 
"Yes. 

"Call  about     o'clock  on  ."    The  letter  is  accompanied 

by  a  return  stamped  envelope,  also  addressographed.      This 
last  piece  brought  14^  per  cent,  in  inquiries. 


SELLING  A   SPECIALTY   OIL   BY   DIRECT  ADVERTISING 

77.  The  Werner  G.  Smith  Co.,  of  Cleveland,  Ohio,  are 
manufacturers  of  a  specialty  oil  known  as  Linoil  used  in 
foundry  work.  It  is  generally  understood  that  pure  linseed  oil 
gives  the  best  results  in  foundry  practice,  but  linseed  oil  is 
rather  expensive  to  use  for  this  purpose.  Linoil  is  claimed 
to  be  the  equal  in  all  properties  to  the  pure  linseed  oil  and  sells 
at  a  price  sufficiently  low  to  appeal  to  every  foundry. 

This  company's  field  of  possible  sale  is  known  and  the  prob- 
lem is  to  keep  everlastingly  pegging  away  to  increase  the  sale 
of  the  substitute.  For  this  purpose,  illustrated  sales  letter- 
heads, folders,  blotters,  and  mailing  cards  are  used  regularly 
and  in  succession.    These  pieces  are  used  to  produce  not  only 


§  20  DIRECT  ADVERTISING  65 

direct  inquiries  but  to  make  it  easy  for  the  salesman  calling. 
By  means  of  this  campaign,  which  is  a  steady  one,  the  com- 
pany has  been  able  to  sell  a  highly  satisfactory  percentage  of 
the  prospects.  Fig.  22  gives  an  idea  of  some  of  the  pieces  used. 
No.  1  is  a  form  letter;  No.  2,  the  inside  of  an  illustrated  letter- 
head ;  No.  3  tabulates  six  reasons  for  the  use  of  Linoil ;  No.  4 
and  5  are  mailing  folders,  and  No.  6  is  one  of  a  series  of 
blotters  sent  out. 


MANAGEMENT  OF  GENERAL 
CAMPAIGNS 

(PART  1) 


INTRODUCTION 

1.  The  object  of  a  general  campaign  is  to  create  a  demand 
for  goods  on  the  part  of  the  consumer  and  to  see  that  that 
demand  is  suppHed  through  the  various  channels  of  trade. 
The  methods  employed  for  this  purpose,  and  the  reasons  for 
them,  are  inseparably  connected  with  advertising,  and  there- 
fore they  are  here  treated. 

2,  Marketing  and  Selling. — The  ultimate  purpose  of 
advertising  is  to  sell  goods.  Selling  means  the  actual  trans- 
ferring of  goods  from  the  producer  or  handler  to  the  customer 
or  consumer,  for  a  price.  In  a  general  selling  campaign,  before 
reaching  the  selling  point,  there  are  many  important  activities, 
other  than  personal  salesmanship  and  advertising,  and  these 
activities  are  grouped  under  the  term  marketing.  The  first 
step  in  marketing  is  to  understand  the  goods  to  be  sold.  The 
next  step  is  to  analyze  the  field,  or  try  to  understand  the  people 
to  whom  the  goods  are  to  be  sold.  Finally,  the  methods  to  be 
used  in  reaching  the  people  who  are  to  buy  must  be  studied. 
These  are  the  three  prime  elements  in  all  selling  campaigns, 
and  dealing  with  them  is  called  marketing,  to  distinguish  it 
from  the  actual  selling.  Advertising  is  an  important  means  of 
selling,  but  its  full  value  and  effect  can  be  obtained  only  when 
it  is  part  of  a  general  plan  and  is  employed  in  proper  relation 
to  the  different  branches  of  marketing. 

COPYRIGHTED    BY    INTERNATIONAL    TEXTBOOK    COMPANY.        ALL    RIGHTS    RESERVED 

§21 


MANAGEMENT  OF  §21 


PLANNING  SELLING  CA3IPAIGNS 


PRELTMINARY  CONSLDERATIONS 

3.  Analysis  of  the  Article. — The  first  thing  to  do  is  to 
analyze  the  thing  to  be  sold.  Suppose  it  is  a  new  clock  that 
is  thought  to  be  better  than  any  other  clock  in  the  market, 
because  it  is  simple  in  construction,  handsome  in  appearance, 
accurate  as  a  timekeeper,  and  economical  in  price;  it  is  made 
upon  a  new  plan,  with  fewer  parts,  and  needs  winding  but  once 
a  month.  The  selling  problem  must  determine  how  the  clocks 
are  to  be  sold.  They  are  to  be  made  to  be  used  in  every  kind 
of  place  where  people  are — in  public  buildings,  offices,  cars, 
stores,  etc.,  as  well  as  in  homes.  To  prepare  the  plans  for  the 
selling  and  advertising  campaigns  it  is  necessary  to  know  all 
about  the  clock,  from  the  wood  or  other  material  used  for  the 
cases  to  the  smallest  bit  of  mechanism  in  it;  all  about  the 
processes  of  manufacture ;  all  about  the  costs  of  making,  hand- 
ling, selling,  and  installing;  all  about  its  time-keeping  quality, 
including  the  scientific  tests,  and  especially  the  principles  upon 
which  it  operates. 

4.  Study  of  the  Field. — Then  the  field  for  selling  the 
clock  must  be  carefully  studied.  What  are  the  new  uses  to 
which  it  can  be  put?  Why  should  it  be  installed  in  every 
room  of  big  office  buildings,  of  hotels,  of  schools,  of  public 
buildings;  in  every  street  and  steam  car;  in  some  conspicuous 
place  at  every  street  crossing,  etc.,  as  well  as  in  all  rooms  in 
private  houses  ?  How  will  the  fact  that  the  time  may  be  taken 
by  all,  wherever  they  may  happen  to  be,  help  them?  What  is 
the  money  value  to  the  business  man  of  knowing  the  time  at 
any  moment?  Why  are  these  clocks  necessary  when  most 
persons  carry  watches? 


§  21  GENERAL  CAMPAIGNS  3 

5.  study  of  the  People. — Having  settled  these  points, 
the  next  question  is,  How  will  the  arguments  be  received? 
What  sort  of  persons  will  be  more  likely  to  think  favorably  of 
this  clock?  Who  are  able  to  buy  them?  Where  are  they? 
How  can  they  be  reached?  This  is  a  phase  of  the  selling  by 
advertising  that  requires  much  thought,  and  much  hard  work. 
There  must  be  complete  answers  to  all  of  these  questions,  and 
many  more,  before  the  advertising  campaign  can  be  planned. 
Doubtless  an  expert  advertising  manager  would  spend  from  a 
month  to  a  year  on  this  particular  phase  of  his  preparation; 
the  more  time  he  spent  studying  the  people  to  whom  he  hoped 
to  sell,  the  better  it  would  be  for  the  new  clock.  The  more 
expert  he  was,  in  ability  to  get  at  the  disposition  of  classes  of 
people,  and  the  more  definitely  he  went  into  the  matter,  the 
better  it  would  be  for  the  business  when  the  selling  actually 
began.  This  study  must  be  concluded  with  a  definite  estimate 
of  the  number  of  the  clocks  that  can  possibly  be  sold  in  the 
field  selected,  and  upon  this  estimate  the  advertising  and 
selling  plans  must  be  built. 

6.  The  Marketing  Plan. — It  may  be  thought  that  a  mar- 
keting plan  has  no  very  close  relationship  to  advertising.  But 
it  has  the  closest  possible  relationship.  Without  a  well-con- 
sidered marketing  plan,  there  is  no  guaranty  that  either  the 
advertising  or  the  selling  campaign  will  succeed;  but  with  a 
marketing  plan  carefully  worked  out,  as  it  may  be  and  should 
be,  chance  becomes  a  very  small  factor  and  results  may  be  pre- 
dicted with  accuracy.  A  careful  study  of  conditions  gives  the 
manager  of  any  business  the  data  needed  to  enable  him  to  fix 
closely  the  minim\im  volimie  of  his  business  far  in  advance, 
and  especially  the  character  and  logical  results  of  the  adver- 
tising campaign.  Educational  work  among  organizations  of 
advertising  men,  and  the  investigations  of  business  problems 
by  concerns  organized  for  that  purpose,  are  proving  that  with 
the  proper  marketing  plan,  and  an  advertising  and  selling 
campaign  rigidly  carried  out  in  line  with  that  plan,  a  high  rate  of 
efficiency  is  possible.  Inefficiency  in  advertising  is  often  due  to 
the  fact  that  no  good  marketinr^  plan  is  worked  out  in  advance 


4  MANAGEMENT  OF  §  21 

7.  Consideration     of     Investment     Required. — The 

investment  needed  must  be  considered  in  the  marketing  plans. 
If  the  investment  has  been  already  fixed,  the  marketing  plan 
must  be  adjusted  to  that  amount.  If  it  is  yet  to  be  fixed,  the 
marketing  plan  must  include  estimates  of  production  and  oper- 
ating ex])cnsc  for  the  guidance  of  those  who  are  to  finance  the 
business.  These  estimates  will  be  influenced  by  the  knowledge 
of  the  goods,  the  field,  and  the  selling  methods  that  the  market- 
ing plan  brings  to  the  front ;  so  that  it  may  be  possible  to  deter- 
mine the  amount  of  money  needed  to  accomplish  what  has  been 
foreshadowed.  It  should  be  possible  for  the  marketing  investi- 
gator to  report  about  what  amount  of  money  would  be  neces- 
sary to  produce  and  sell  a  fixed  number  of  clocks  in  a  given  time. 
It  is  also  important  to  know  the  length  of  time  required  for  the 
turnover  of  the  capital — how  soon  there  will  be  returns  on  the 
investment. 

8.  There  Must  Be  Quality. — It  is  futile  to  attempt  to 
market  a  product  through  advertising  unless  the  article  is  of 
such  a  character  as  to  back  up  the  advertising.  It  is  not  neces- 
sary to  invoke  sentiment  to  come  to  this  conclusion.  Honesty 
in  advertising  means  .success  in  advertising;  at  least  in  the  gen- 
eral campaign.  In  local  and  transient  advertising  there  is 
offered  the  opportunity  the  faker  needs  for  a  quick  turn — a 
quick  "getaway."  In  general  advertising  there  is  not  that 
opportunity.  It  is  a  slower  process.  It  does  not  make  a 
quick  strike,  and  offer  a  chance  for  a  rapid  change  of  policy. 
Its  success  depends  on  the  quality  of  the  thing  advertised. 

9.  General  advertising  does  not  usually  sell  goods  direct, 
except  through  mail-order  advertising,  which  is  not  consid- 
ered now.  Its  object  is  to  send  purchasers  to  the  retailer.  It 
suggests;  the  retailer  sells.  The  bux'cr  has  plenty  of  time  and 
opportunity  to  form  his  judgment.  It  is  the  thing  itself  that 
is  bouglit,  and  bought  after  it  has  been  seen  and  tested;  and 
the  personality  and  guaranty  of  the  retailer  are  back  of  the 
transaction.  General  advertising  is  infonnation  service  to  the 
buyer.  Therefore,  as  a  business  proposition,  it  is  quite  use- 
less to  tell  a  ])crson  about  a  tiling,  suggest  an  examination  and 


§  21  GENERAL  CAMPAIGNS  5 

test,  offer  a  guaranty  as  to  its  quality,  and  then  try  to  palm  off 
on  him  something  that  is  inferior  to  the  representations.  This 
business  principle  is  what  makes  general  advertising  truthful, 
and  generally  advertised  goods  of  known  and  stable  quality. 

10.  Quality  of  Advertised  Goods  Must  Be  Main- 
tained.— The  quality  of  generally  advertised  goods  is,  in  a 

way,  guaranteed  to  continue  as  begun,  or  to  become  better. 
It  is  often  planned  to  reduce  advertising  after  there  has  been 
a  thorough  introduction  of  the  goods,  and  to  depend  on  the 
goods  themselves  to  promote  their  sale.  This  is  not  a  good 
policy,  but  it  tends  to  induce  the  manufacturers  to  keep  quality 
up  to  the  high  mark.  Otherwise,  the  continued  sale  of  the 
goods  would  tend  to  diminish  trade  in  them,  rather  than  to 
increase  it.  It  is  often  noticed  that,  after  a  lavish  policy  of 
advertising  to  introduce  a  new  line  of  goods,  there  may  be  a 
time  when  there  is  little,  or  even  no,  advertising  done.  Then 
after  a  time  the  advertising  may  begin  again.  Sometimes 
manufacturers  never  do  begin  again  to  advertise,  after  having 
once  stopped.  There  is  a  long  list  of  extinct  goods  that  have 
disappeared  from  the  market  because  the  advertising  was  dis- 
continued. Perry  Davis'  Painkiller,  Plymouth  Rock  Pants, 
to  name  no  more,  are  now  memories,  and  hardly  that.  Once 
they  were  among  the  most  famous  and  successful  of  advertised 
goods.  Many  concerns  have  dipped  into  general  advertising, 
without  having  a  proper  marketing  plan,  and  have  been  crip- 
pled or  ruined  by  the  experience.  The  good  article  and  the 
right  advertising  plan  have  always  been  successful  if  worked 
together;  and  it  is  quality  in  the  goods  that  makes  success  pos- 
sible— along  with  the  right  plan  of  advertising. 

11.  Unadvertised  Goods. — It  is  often  urged  against 
advertising  that  there  are  in  the  market  unadvertised  brands 
of  goods  that  have  always  enjoyed  large  sales  and  that  have 
made  their  owners  much  money.  This  is  true,  if  we  mean  by 
advertising  only  such  as  is  printed  in  newspapers  or  periodicals. 
There  are  goods  that  have  never  been  thus  advertised.  Treat- 
ing this  subject,  one  of  the  best  known  univcrsit}^  professors 
teaching  advertising,  writes:     "There  is  at  least  one  firm  of 


6  MANAGEMENT  OF  §  21 

non-advertising  wholesalers  and  manufacturers  of  men's  fur- 
nishings whose  name  on  goods  means  just  as  much  to  buyers  in 
general  as  the  name  of  some  advertising  manufacturer."  If 
the  name  of  this  firm  means  just  as  much  as  that  of  an  adver- 
tising manufacturer,  how  did  it  come  to  have  such  meaning? 
That  a  concern  does  not  advertise  in  the  newspapers  or  maga- 
zines does  not  prove  that  it  does  not  advertise,  and  in  a  very 
effective  manner.  Probably  it  cost  as  much  to  get  the  name  of 
this  firm  to  mean  as  much  to  buyers  as  it  has  cost  any  adver- 
tising firm.  Probably  it  cost  a  great  deal  more,  in  time  and  the 
patient  education  of  the  buying  public.  In  some  way  people 
have  to  be  told  about  goods,  and  about  firms  that  sell  goods. 
Whatever  method  is  adopted,  it  is  advertising.  It  may  be  by 
the  use  of  large  spaces  in  magazines  and  newspapers,  or  it  may 
be  through  devoting  years  to  reputation  building.  Both  are 
advertising. 

12,  Advertised  Goods  Benefit  tlie  Retailer. — Gen- 
erally advertised  goods  have  been  developed  to  a  point  where 
they  are  a  real  benefit  to  the  retailer  as  well  as  to  the  consumer. 
For  the  consumer  they  have  standardized  qualities  and  prices. 
For  the  retailer  they  have  provided  commodities  that  are  easily 
handled,  do  not  create  waste  in  handling,  do  not  deteriorate 
in  stock,  do  not  require  argument  to  sell,  and  allow  of  rapid 
turnover  in  stock.  They  offer  small  profits,  but  as  they  are 
turned  over  and  over,  and  need  not  be  carried  in  large  quan- 
tities, the  annual  profits  are  often  large.  They  are  standard- 
ized as  to  quality,  and  therefore  the  retailer  does  not  suffer  if 
in  some  instances  they  are  found  below  grade,  as  the  manu- 
facturers make  good  such  losses. 

13.  Manufacturer's    Service    to    the    Retailer. — The 

manufacturer  of  generally  advertised  goods  usually  helps  the 
retailer  with  his  advertising,  gives  the  services  of  demon- 
strators, and  sometimes  sends  experts  to  study  the  whole  ques- 
tion of  retailing  in  the  town.  One  of  these  manufacturers 
furnishes  expert  solicitors  who  make  a  thorough  canvass  of  the 
region  in  the  general  interests  of  the  store  handling  its  goods. 
These  canvassers  do  not  work  exclusively  for  the  goods  of  their 


§  21  GENERAL  CAMPAIGNS  7 

employer,  but  try  to  boost  the  store  in  every  way  possible. 
When  they  have  finished-  in  a  town  they  give  the  merchant  the 
benefit  of  all  they  have  learned,  and  advise  him  how  best  to 
promote  his  business.  It  is  argued,  with  truth,  that  some  of  the 
advertising  offered  by  manufacturers  to  retailers  is  of  little  use 
to  them.  This  is  not  so  true  now  as  it  was  once.  The  quality 
of  the  assistance  offered  to  retailers  by  progressive  manufac- 
turers is  improving. 

14.  Generally  advertised  goods  are  better  for  the  retailer 
to  handle,  because  the  advertising  has  sold  them  in  advance  for 
him.  Not  actually  made  the  specific  sale,  to  be  sure,  but  so 
firmly  established  in  the  public  mind  the  idea  of  quality  and 
efficiency  that  the  labor  of  selling  is  reduced  to  simply  finding  out 
the  present  needs  of  the  buyer.  If  a  person  wishes  oatmeal, 
for  example,  there  is  no  argument  needed  to  convince  him  of 
the  quality  of  H  O,  or  Quaker,  or  Hecker's,  or  any  of  several 
other  brands.  He  will  probably  merely  ask  for  H  0,  or  Quaker, 
the  trade  name  having  actually  taken  the  place  of  the  more 
strictly  descriptive  name. 

15,  Importance  of  Good  Faitli. — ^In  making  the  market- 
ing plan,  the  value  of  good  faith  should  be  carefully  considered; 
it  is  one  of  the  business  fundamentals  of  advertising.  The  best 
advertising  any  manufacturer  can  do  is  to  make  people  sure 
that  he  means  to  treat  them  fairly.  So  far  as  the  morality  of 
advertising  is  concerned,  it  is  of  course  incumbent  upon  all 
business  men  to  be  fair,  and  to  refrain  from  cheating.  Adver- 
tising is  merely  telling  people  something.  If  it  is  the  truth 
people  will  believe  it,  and  will  trust  the  statements  of  the 
advertiser  who  has  built  a  reputation  for  truth-telling,  and  his 
advertising  will  have  a  much  larger  percentage  of  efficiency  in 
his  campaigns.  If  advertising  is  believed  it  is  far  more  effec- 
tive than  if  it  is  distrusted.  The  misleading  advertisement  is 
believed  but  once  by  the  reader  who  responds  to  it  and  the 
manufacturer  who  misrepresents  his  goods  must  constantly 
win  new  customers,  because  the  buyers  who  have  been  duped 
work  against  him  all  the  time. 


8  MANAGEMENT  OF  g  21 

1 6.  Form  of  Advert ising  Copy. — The  matter  of  the  copy 
and  form  of  advertisements  is  treated  in  detail  in  other  Sec- 
tions, but  it  is  of  great  importance  that  it  be  given  the  proper 
attention  when  the  marketing  plans  arc  being  considered.  The 
goods  may  be  right,  the  general  selling  and  advertising  plans 
may  be  carefully  and  properly  thought  out,  there  may  be  plenty 
of  money  for  prosecuting  them,  there  may  be  skilled  and 
talented  men  to  put  them  into  operation,  yet  the  great  problem 
is  to  get  the  right  idea  regarding  the  goods  ealsily  and  favorably 
into  the  minds  of  the  people  who  are  to  buy  them.  This  is  the 
test  of  all — the  goods,  the  marketing  plan,  the  selling  and  adver- 
tising campaigns.  So  much  depends  on  the  first  glance  the 
reader  gives  the  advertisement  that  it  behooves  us  to  see  to  it 
that  every  single  item,  large  or  small,  which  influences  .the  mind 
in  any  degree,  is  very  carefully  considered,  and  so  worked  into 
the  physical  appearance  of  the  advertisement  as  to  do  its  full 
share  in  getting  the  attention  of  the  reader. 

17.  If  the  advertisement  is  attractive  as  a  picture,  the  mind 
of  the  reader  is  opened  and  softened  to  receive  favorably  the 
statements  in  the  text.  The  principles  of  art  which  apply  to 
the  good  advertisement  are  few  and  simple,  but  they  are  only 
slightly  less  necessary  to  produce  efficient  publicity  than  any 
other  element  of  the  advertisement.  This  is  not  a  matter  of 
esthetics.  It  is  not  "art  for  art's  sake."  It  is  the  hardest 
kind  of  common  sense.  We  are  not  favorably  attracted  to  a 
girl  who  appears  in  a  skirt  of  flaming  red  with  a  blue  waist 
and  a  purple  hat.  We  are  not  attracted  to  an  advertisement 
that  is  poorly  proportioned,  not  harmonious,  badly  balanced, 
wrong  in  tone,  and  printed  in  antagonistic  colors.  In  the  one 
case,  the  girl  docs  not  interest  us,  and  we  turn  to  something 
more  harmonious  upon  which  to  rest  our  shocked  eyes.  In  the 
other  case,  we  turn  the  leaf  of  the  magazine,  or  the  page  of  the 
newspaper,  without  having  been  interested  in  the  advertise- 
ment. Of  course,  this  is  all  regulated  by  the  class  of  busi- 
ness ;  what  would  appear  out  of  all  harmony  in  one  class  might 
meet  the  taste  and  requirements  of  another.  There  are  people 
for  whom  the  glaring  style  may  have  the  stronger  appeal. 


§  21  GENERAL  CAMPAIGNS  9 

18.  Attitude  of  Publications  Toward  Their  A<Iver- 
tising-. — An  important  factor  to  be  taken  account  of  by  the 
prospective  advertiser  is  the  attitude  of  the  publications  toward 
their  advertising — whether  they  protect  the  interests  of  their 
readers  or  not.  The  advertising  medium  that  guarantees  its 
readers  against  loss  through  its  advertising  is,  other  things  being 
equal,  a  better  medium  than  those  that  do  not  do  so.  The 
newspaper  or  magazine  that  strictly  censors  its  advertising, 
and  guarantees  its  readers  against  loss,  stands  better  with  its 
readers,  and  they  are  certain  to  place  more  dependence  on  the 
advertising  it  prints.  An  advertisement  partakes,  to  som.e 
extent,  of  the  character  of  the  mediiim  in  which  it  is  printed. 
If  a  newspaper  prints  doubtful  patent-medicine  and  promo- 
tion advertisements,  and  does  not  assume  responsibility  for 
them,  it  is  not  so  good  a  medium  for  a  staple  article.  The 
doubt  is  cast  over  all  the  advertisements  in  the  paper. 

19.  Those  publications  that  profess  to  safeguard  the  inter- 
ests of  readers  are  entitled  to  a  more  generous  treatment  by 
the  advertisers,  because  they  promise  a  greater  likelihood  of 
returns  for  good  articles.  Consumers  were  mulcted  by  adver- 
tisers for  many  years,  without  much  relief  from  publishers. 
Now  that  publishers  are  waking  up  to  the  importance  of  estab- 
lishing a  bond  of  good  faith  with  their  readers,  it  is  the  part  of 
wisdom  for  the  advertisers  to  encourage  the  movement  as  much 
as  possible.  And  they  find  that  they  profit  by  doing  so.  Many 
large  advertisers  refuse  to  make  any  use  of  publications  that 
do  not  guarantee  goods  they  advertise,  or  that  continue  to 
publish  advertisements  that  are  evidently  meant  to  deceive 
readers. 

20.  Review  and  Test  of  Plan. — The  last  thing  to  do  in 
forming  the  marketing  plan,  before  taking  up  those  elements 
in  the  general  advertising  campaign  that  depend  more 
especially  on  conditions  not  fully  controlled  by  the  manu- 
facturer, is  to  review  the  whole  situation  carefully.  First, 
each  item  shoiild  be  fully  gone  over.  Everything  must  be 
tested.  The  advertiser,  or  the  advertising  manager  or  agent, 
must  look  upon  it  as  an  outsider  woiild,  or  as  an  expert  in 

206B— 16 


10  MANAGEMENT  OF  §  21 

marketing  would.  He  must  think  in  terms  of  money — of  earn- 
ings— of  profits.  When  he  has  the  plan  as  near  right  as  he 
thinks  possible,  he  should  consult  some  seasoned  advertising 
man,  who  has  ceased  to  be  chaiTned  by  fine  writing  or  beauty 
of  form,  and  get  his  critical  opinion.  Everything  depends  upon 
the  marketing  plan.  A  wrong  move  at  this  point  will  bring 
loss,  and  perhaps  absolute  failure.  Mistakes  are  cumulative. 
Their  consequences  may  entail  losses  ever>^  year  for  as  long  as 
the  advertised  goods  are  sold.  Also,  if  the  marketing  plan  is 
right  at  the  start  it  will  continue  to  work  for  the  profit  of  the 
advertiser. 

21.  Permit  Xo  Personal  Bias. — It  is  very  important  to 
get  all  personal  bias  out  of  the  marketing  plan.  It  must  be 
made  according  to  accepted  principles  of  trade  and  selling  and 
advertising.  Nothing  should  be  taken  for  granted  because  a 
person  likes  it.  The  marketing  plan  must  not  be  made  to  please 
the  owner,  the  manager,  or  the  advertising  man.  The  article 
advertised  is  to  be  sold  to  thousands  of  people,  among  whom 
but  a  very  small  proportion  are  likely  to  think  as  the  owner 
does.  The  composite  character  of  people  must  be  taken  into 
the  account  of  the  person  who  makes  the  marketing  plan.  A 
very  large  and  going  business  has  been  recently  wrecked  because 
its  president  would  not  consider  a  minor  point  from  any  other 
light  than  that  in  which  it  appeared  to  him.  He  was  too  close 
to  his  business  to  see  his  mistake. 


S21  GENRKAL  CAMPAIGNS  U 


THE  GENERAL  ADVERTISING  CAMPAIGN 


THE  IDEA  IN  GENERAL  AD\T:RTISING 

22.  By  general  campaigns  are  meant  those  advertising 
campaigns  planned  to  attract  the  attention  of  consimiers  gen- 
erally, and  in  which  the  advertiser  does  not  retail  the  goods  he 
advertises.  The  generally  advertised  goods  are  supplied  to  the 
consimiers  through  retailers,  who  get  their  supplies  either  from 
the  manufacturers  direct  or  through  jobbers  or  wholesalers. 
General  advertising  is  also  sometimes  done  to  promote  sales 
through  special  salesmen,  or  by  mail.  The  latter  is  classed  as 
mail-order  advertising,  and  is  not  considered  here. 

23.  The  General  Advertiser. — The  general  advertiser  is 
often  the  manufacturer  of  the  article  advertised,  but  not  always. 
Jobbers,  sales  agents,  and  wholesalers  sometimes  advertise 
products  made  for  them  under  their  special  brands,  or  under 
brands  of  which  they  have  exclusive  selling  control.  Onyx 
hosiery,  advertised  by  Lord  &  Taylor,  New  York,  is  an  example 
of  such  general  advertising.  The  Normanna  canned  products 
is  another.  The  Onyx  hosiery  is  specially  made  for  the  adver- 
tisers, and  the  Normanna  goods  are  labeled  for  the  advertisers. 
Shoes,  clothing,  textiles,  a  great  variety  of  small  goods,  such  as 
safety  razors,  and  many  patented  articles,  are  so  made,  adver- 
tised, and  sold.  As  a  rule,  the  general  advertiser  controls  the 
sale  of  the  goods  he  advertises ;  but  this  is  not  always  the  case. 
Sometimes  it  is  the  method  of  sale  that  forms  the  basis  for 
general  advertising.  Perhaps  it  is  more  accurate  to  say  that 
in  general  advertising  there  is  always  an  idea  of  exclusive  and 
controlled  selling,  sometimes  embodied  in  the  goods  and  some^ 
times  in  the  method  of  advertising  and  selling. 


I  L  T  102C— 21 


Manufacturer 


J 


t: 


Salesmen 

Bulletins  to  keep 
alive  interest  in  ad- 
vertvsvng 

Lectures 

Regular  Letters  to 
trade 

Conventions 

Record  of  last  year's 
purchases  by  retailer 

Portfolio 


Jobber 


Work  on  salesmen 
Booklets 
Letters 

Sample  Equipment 
Demonstrating  in  Job- 
ber's salesrooms 
Advertising    in    Job- 
ber's Catalog 
Mention  in  salesman's 
bulletins 


Dealer 


Retail  Sales 


Advertising  in  his 
own  city— paid  for 
by  manufacturer 


Paying  half  his  own 
advertising  bill 


By  educating  his 
Clerks 


Special  assortment 
plan  to  make  him 
stock  advertised  goods 


Circulars 
and  Letters 


House  Organs 


Consumer 


Consumer 
Exiucation 


i-  Adv 


spai>. 


r  Adv 


Magaz 

Ne 

Billboard  Adv 

Electric  Signs 

Street  Car  Adv. 

Painted  SiRns 

Theater  PrOErams 

Theater  Curtains 

House  Distributions 

Moving  Picture  Slides 

Motion  Pictures 

Sampling 

Printed  Slips  in  Package 


Sampling  Schemes 
Ready-made  Ads. 
Window  Trims  and 
Photographs 
Mechanical  Display 
Cut  outs 
Booklets 
Circulars 

Coupon  redemption 
Individual  marking 
Prize  offers 

Merchandising  helps 
Transparencies 
Special  weeks 

Souvenirs 

Prizes  to  clerks 

Circulars  to  clerks 

Personal  Demonstration: 

Monthly  House  Organ 

Mailing  to  Lists 

Store  Cards 

Window  Cards 

Window  Hangers 

Marking  wrapping  paper 

Novelty  special  ideas 

Window  Pasters 

Car  Cards 

Blotters 

Out-door  Signs 

Data  Book 

Empty  Cartons 

Moving  Piaure  Slides 

Pruned  Twme 

Printed  Bags 

Printed  Envelopes 

Small  Working  Models 

Printed  Fixtures 


Fig.  1 


12 


21  GENERAL  CAMPAIGNS  13 


GENERAL-ADVERTISING    CHART 

24.  Purpose  of  the  Chart. — ^The  -chart,  Fig.  1,  was 
worked  out  by  one  of  the  younger  of  the  successful  adver- 
tising agencies,  and  has  been  received  with  special  favor  by 
many  high  advertising  authorities.  It  will  not  fit  the  neces- 
sities of  all  advertisers.  Like  all  formulas  that  can  be  devised 
for  the  assistance  of  advertisers,  it  has  to  be  adapted  to  the 
needs  and  circumstances  of  each  individual  advertiser;  some 
items  would  need  to  be  omitted  for  some  advertisers,  and  other 
items  would  have  to  be  substituted.  It  is  not  to  be  taken  as 
a  perfect  or  infallible  guide.  It  will  furnish  the  working  basis 
for  the  ordinary  campaign,  and  the  advertising  manager  who 
has  made  a  study  of  his  product,  his  field,  his  appropriation, 
and  his  special  line  of  appeal,  can  go  over  it  with  his  pencil, 
checking  items  he  thinks  he  can  make  use  of,  and  erasing  those 
he  knows  are  of  no  use  to  him,  thus  getting  a  framework  for 
the  schedule  he  will  finally  evolve  and  perfect. 

The  schedule  will  be  seen  to  include  most  of  the  work  that 
would  be  required  for  a  campaign  designed  to  interest  consimiers 
in  an  article  of  universal  use,  through  the  dealers.  It  provides 
also  for  the  education  of  the  selling  force  and  the  jobbers.  It 
attempts  to  do  that  which  is  not  found  necessary  in  many  gen- 
eral campaigns — interest  and  enlist  all  avenues  of  trade,  and 
at  the  same  time  attract  consumers.  Any  of  the  branches  of 
this  advertising  chart  can  be  cut  off  and  still  the  suggestions 
for  a  campaign  will  be  fundamental  and  constructiveh^  sug- 
gestive and  helpful. 

DISTRIBUTION 

25.  Effective  Distribution  Necessary.— If  a  certain 
product  is  generally  advertised,  the  advertising  will  not  be 
profitable  unless  the  article  may  easily  be  obtained  by  those 
who  are  interested  in  the  advertising.  So  a  thorough  plan 
for  distribution  must  be  adopted.  .  Advertising  must  be 
unusually  strong  to  induce  people  to  make  much  effort  to 
obtain  the  goods.     A  new  breakfast  food  must  be  on  sale  at 


14  MANAGEMENT  OF  §  21 

most  grocery  stores,  if  the  advertising  is  to  be  productive. 
The  distribution  plans  must  be  perfected  and  in  operation 
before  general  advertising  is  begun.  The  impulse  to  buy, 
created  by  an  advertisement,  is  not  longlived.  If  the  article 
is  not  easily  available,  the  interested  reader  is  content  to  take 
something  else. 

It  is  possible  to  secure  distribution  by  waiting  for  general 
advertising  to  bring  so  many  inquiries  as  to  induce  dealers  to 
stock  the  article,  but  this  is  a  long  and  costly  method,  and  not 
in  favor  with  careful  merchandisers.  It  is  very  irritating  to 
buyers  to  find  that  an  advertised  article  is  not  available.  Failure 
to  obtain  advertised  articles  easily,  creates  a  prejudice  against 
them,  and  limits  the  value  of  subsequent  advertising,  even  after 
distribution  has  been  gained. 

26.     Distribution  Methods   of   General  Adv^ertisers. 

Usually  the  general  advertiser  does  not  sell  at  retail.  The  line 
between  advertisers  who  may  be  called  general  and  those  who 
advertise  to  attract  the  trade  of  certain  restricted  areas  is  not 
clearly  drawn.  Some  general  advertisers  sell  direct  to  users, 
as  the  Regal  vShoe  Company,  the  makers  of  Rexall  drugs  and 
remedies,  and  some  other  concerns.  The  International  Corre- 
spondence Schools  have  their  own  salesmen  in  the  field,  though 
they  are  general  advertisers.  They  also  sell  by  mail ;  and  there 
are  many  concerns  that  sell  by  mail  in  order  to  supply  trade  that 
cannot  conveniently  reach  a  store  carrying  the  goods.  These 
are  mail-order  advertisers  as  well  as  general  advertisers.  There 
are  manufacturers  who  refer  orders  received  by  mail  to  retailers 
to  whom  they  supply  the  goods.  There  are  many  points  of 
contact  between  general  and  mail-order  advertisers.  Manu- 
facturers often  begin  to  sell  b>'  mail  and  later  supph'  the  demand 
through  retailers — through  the  trade — by  way  of  jobbers  or 
wholesalers.  It  may  be  said  that  ever>^  commodity  must  be 
handled  with  reference  to  itself — that  there  is  no  code  of  pro- 
cedure that  a  new  advertiser  of  an  article  designed  for  general 
use  can  follow. 


§  21  GENERAL  CAMPAIGNS  15 


TRADK    C  IIANNELS 

27.  Manufacturer  to  C'onsuuier.— The  small  store  must 
buy  in  small  quantities.  The  wholesaler,  who  is  willing  to 
break  original  packages,  must  serve  the  small  store.  The 
manufacturer  or  the  jobber  cannot  do  it.  The  manufacturer 
sells  to  the  commission  man  or  broker,  who  handles  goods  in 
large  quantities  and  is  content  with  a  small  percentage  of  profit. 
He  sells  to  the  jobber  or  wholesaler,  who  charges  a  profit  large 
enough  to  warrant  the  breaking  of  packages,  the  carrying  of  a 
large  number  of  small  accounts,  and  the  services  of  an  army 
of  salesmen.  The  usual  courses  of  goods  from  manufacturer 
to  consumer  are  as  follows : 

1.  The  manufacturer  produces  the  goods.  Sometimes  he 
is  his  own  selling  agent.  Sometimes  his  whole  product  goes 
to  jobbers,  and  he  is  known  only  by  the  jobbing  trade.  He 
loses  his  identity,  and  usually  his  goods  lose  their  identity  under 
the  marks  and  brands  of  the  jobbers.  This  plan  is  steadily 
falling  into  disfavor,  and  manufacturers  are  endeavoring  to 
capitalize  their  own  distinctive  goods  through  trade-marks,  etc., 
and  are  trying  to  make  packages  that  are  available  for  the  small 
as  well  as  the  large  dealers.  The  tendency  is  for  the  manu- 
facturer to  get  closer  to  the  consumer. 

2.  The  commission  man,  broker,  sales  agent,  and  often  the 
importer  are  men  who  take  the  product  from  the  producer 
and  distribute  it  to  large  buyers  and  distributing  concerns, 
and  in  some  cases  to  the  retailers.  In  the  grocery  and  pro- 
vision trade,  for  example,  the  commission  men  deliver  goods 
to  the  small  stores  at  the  producers'  prices,  charging  the  buyer 
a  commission  for  acting  as  his  agents.  Butter,  coffee,  tea, 
fruit,  vegetables,  and  many  other  products  are  thus  handled, 
though  not  exclusively  so  handled.  The  retailer  of  coffee  buys 
through  the  commission  man,  and  pays  him  a  commission  of 
2  per  cent.,  paying  the  price  quoted  on  the  day  of  the  trans- 
action. The  retailer  buys  coffee  also  of  the  wholesaler  from 
whom  he  buys  other  groceries,  because  his  business  may  be  too 
small  to  permit  him  to  take  coffee  in  the  original  packages 
and  make  his  own  blends,  or  he  may  not  be  able  to  establish 


IG  MANAGEMENT  OF  ,^  21 

a  credit  with  the  commission  man,  or  pay  as  promptly  as  is 
necessary.  Commission  men  often  handle  the  entire  product 
of  mills,  importers,  regions  where  garden  truck  is  grown, 
creameries,  etc.,  so  that  to  get  a  certain  advertised  brand  of 
butter,  Hke  Fox  River  butter,  it  is  necessary  to  buy  of  a  cer- 
tain commission  man. 

3.  The  jobber  and  wholesaler  sell  in  smaller  quantities  to 
retailers,  as  explained  previously.  They  buy  in  large  quan- 
tities, often  direct  from  the  producers,  and  often  from  the  com- 
mission men,  brokers,  sales  agents,  importers,  etc.  They 
usually  break  packages  to  suit  the  convenience  of  the  retailers. 
The  jobber  and  the  wholesaler  are  not  just  the  same  in  all  lines 
of  business.  In  some  lines  they  are  practically  identical,  and 
in  all  are  so  similar  as  to  allow  classing  them  together  here. 
They  are  close  to  the  retailer,  and  are  willing  to  accommodate 
their  terms  and  service  to  the  retailer's  necessities. 

4.  The  retailer  buys  from  all  large  sellers — the  original 
producer,  the  importer,  the  commission  man,  the  jobber,  or 
the  wholesaler — according  to  the  article,  his  trade,  his  capital, 
his  convenience. 

5.  The  general  mail-order  house  buys  from  the  manufacturer, 
through  any  of  the  middlemen;  or  may  manufacture  or  import 
some  of  its  supplies.  It  sells  direct  to  the  consumer.  Usualh', 
it  seeks  to  eliminate  references  to  manufacturers,  such  as  trade- 
marks, and  causes  itself  to  be  regarded  by  the  consumer  as  the 
house  of  origination. 

6.  The  consumer  buys  mostly  from  retailers,  though  he  is 
getting  into  the  habit  of  buying  from  those  manufacturers 
who  cater  to  consimicr  trade,  such  as  the  Larkin  Soap  Com- 
pany, creameries  and  egg  farmers,  and  from  mail-order  houses. 

28.  Trade  Chart. — Fig.  2  shows  the  different  routes  that 
products  take  in  going  from  the  manufacturer  to  the  consumer. 
The  line  from  a  to  ^  shows  the  route  in  cases  where  the  manu- 
facturer sells  by  mail  direct  to  the  consumer ;  a  h  k,  the  route 
where  the  manufacturer  does  not  sell  direct,  but  sells  to  a  gen- 
eral mail-order  house  that  sells  direct  to  the  consumer;  and 
ai j k,  the  route  in  which  there  is  a  middleman  between  the 


I REFAILER  \      \  RETAILER  \ 


fCENERAiy 
MA/i  OROER\ 
.MOUSE , 


17 


\CONSl/M£fl] 
Fic.  2 


18  MANAGEMENT  OF  §  21 

• 
mail-order    house    and    the   manufacturer.     Consideration    of 
mail-order  channels  of  trade  does  not  come  properly  in  this 
Section,  the  routes  being  shown  merely  for  comparison  with  the 
others. 

The  line  ab  c  d  k  shows  the  route  taken  by  many  products 
handled  by  commission  men  (or  brokers,  sales  agents,  impor- 
ters, or  exporters)  and  jobbers  (or  wholesalers).  In  this  case, 
there  are  three  middlemen  between  the  manufacturer  and  the 
consimier;  however,  the  dealer  b  is  out  of  the  chain  in  many 
instances,  the  manufacturer  in  such  cases  selling  direct  to  the 
jobber  or  wholesaler,  who  in  turn  supplies  the  retailer.  In 
such  a  case,  the  route  would  he  aef  k,  making  two  middlemen 
between  the  manufacturer  and  the  consumer.  The  remaining 
route  a  g  k  is  the  one  by  which  the  manufacturer  sells  direct 
to  the  retailer,  there  being  only  one  stop  between  the  manu- 
facturer and  the  consumer. 

Unadvertised  goods  of  a  staple  nature,  such  as  flour,  cot- 
ton goods,  unbranded  shoes,  hats,  etc.,  usually  pass  through 
more  hands  than  do  such  special  and  advertised  articles  as 
a  BvuToughs  adding  machine,  a  Knox  hat,  an  E.  &  W.  collar,  etc. 


DISTRIBUTION    METHODS    AND    ADVERTISING 

29.     Advertising    an    Advantage    to    the    Consumer. 

General  advertising  tends  to  the  advantage  of  the  consumer 
by  cutting  out  some  of  the  middlemen.  The  less  nimiber  of 
hands  a  product  passes  through,  leaving  a  profit  in  each  one, 
the  less  the  consumer  is  likely  to  pay  for  it.  There  is  a  distinct 
tendency  in  business  to  bring  the  producer  and  consimier  nearer 
together.  General  advertising  tends  also  to  make  retailing 
easier.  It  makey  consumers  familiar  with  products,  and 
enables  them  to  decide  what  brands  to  purchase.  It  establishes 
for  example,  the  qualities  of  Gold  Medal  flour  so  that  the  house- 
wives ask  for  it.  Through  the  sale  of  advertised  goods,  the 
retailer  is  able  to  keep  his  stock  within  narrower  lines.  He  can 
turn  over  his  stock  oftener,  and  he  does  not  have  to  argue  to 
sell.  So  far  as  the  retailer  is  concerned,  generally  advertised 
goods  sell  themselves. 


§  21  GENERAL  CAMPAIGNS  19 

30.  Older    Mclhocls    Affected    by    Advertising. — The 

older  method  of  selling  through  jobbers  made  it  necessary  for 
the  manufacturer  to  cultivate  the  jobber,  and  the  jobber  was 
averse  to  the  handling  of  new  lines.  Now  that  general  adver- 
tising creates  a  constmier  demand  for  products,  the  necessity 
for  the  jobber  is  not  so  obvious.  He  becomes  an  unnecessary 
element  of  expense  to  the  consiuner,  in  many  lines  of  goods. 
The  general  advertising  creates  the  demand,  and  all  distributive  ^ 
agencies  become  less  and  less  salesmanship  agencies.  The 
advertising  causes  the  consumer  to  demand  the  special  goods, 
the  retailer  passes  the  demand  on  to  his  jobber,  and  the  jobber 
to  the  manufacturer.  The  manufacturer  does  the  selling, 
through  his  advertising. 

31.  Tlie  Middlemen. — While  it  seems  to  be  the  object, 
and  the  effect,  of  some  general  advertising  campaigns  to  elimi- 
nate the  middlemen,  and  especially  the  jobber,  it  must  not  be 
concluded  that  all  jobbers  are  to  be  done  away  with,  nor  that 
advertising  is  going  to  make  it  possible  for  consumers  to  be 
served  direct  from  the  manufacturer,  or  that  only  the  retailer 
will  stand  between  the  manufacturer  and  the  consumer.  There 
is  a  pronounced  tendency  in  this  direction,  as  in  the  case  of  the 
biscuit  makers,  the  beef  packers,  makers  of  specialties  like  the 
Heinz  products,  candy  makers,  etc.  But  even  in  these  lines 
it  is  doubtful  if  the  consiimer  benefits  greatly  by  reason  of  the 
distributing  schemes  adopted  by  the  manufacturers,  save  as 
to  the  freshness  of  the  goods.  The  expense  of  maintaining  great 
systems  for  distributing  their  goods,  like  those  of  the  National 
Biscuit  Company,  the  Loose-Wiles  Biscuit  Company,  the  Heinz 
Company,  the  Swift  Company,  the  Armour  Company,  etc.,  is 
immense — perhaps  as  great  as  the  expense  of  handling  the  goods 
through  jobbers.  The  advantages  seem  to  be  largely  for  the 
benefit  of  the  producing  companies,  enabling  them  to  keep  their 
goods  fresh  in  the  shops  of  the  retailers,  to  keep  close  watch 
on  credits,  to  make  collections,  and  to  be  ready  to  fill  orders  on 
the  spot. 

32.  The  Office  of  tlie  Jobber. — The  greater  number  of 
retailers  are  not  able  to  dispense  with  the  benefits  the  jobbers 


I'O  MANAGEMENT  OF  §  21 

can  give  them,  in  the  way  of  breaking  packages,  extending 
credits,  nursing  trade,  and  helping  out  in  the  many  ways  the 
modem  jobber  has  fallen  into.  The  jobber  makes  one  organiza- 
tion handle  the  distribution  of  hundreds  of  products,  care  for 
the  credits  of  thousands  of  customers;  he  keeps  retailers  in 
touch  with  general  trade  conditions,  helps  them  with  their 
business  problems,  and  acts  the  part  of  the  trade  big  brother. 

33.  WTiere  Jobbers  Are  a  Detriment. — A  reason  that 
is  leading  manufacturers  to  omit  jobbers  from  their  selling 
plans,  and  turn  with  more  confidence  to  advertising,  is  their 
desire  to  resume  control  of  their  product.  The  jobber  may  get 
his  shoes,  for  example,  one  year  from  a  certain  manufacturer, 
taking  the  total  output  of  a  factory.  The  next  year  he  may 
buy  of  another  maker,  and  leave  the  other  one  without  a  mar- 
ket for  his  output.  As  a  big  shoe  manufacturer  expressed  it, 
the  manufacturers  have  come  to  the  conclusion  that  they  may 
as  well  own  their  own  business  for  longer  than  one  year. 

34.  In  another  way  the  jobbers  tend  to  check  and  limit 
the  distribution  of  advertised  goods.  For  every  line  of  goods 
that  advertising  has  standardized,  there  are  a  dozen  in  the  field 
for  the  same  purposes  that  never  are  advertised  and  that  are 
usually  sold  at  a  slightly  lower  pric(^.  The  jobbers  furnish  the 
distribution  for  them,  and  not  infrequently  push  them  in  prefer- 
ence to  the  advertised  lines,  when  possible.  It  is  the  pursuance 
of  this  policy  that  has  prompted  the  big  advertisers  to  consider 
cutting  the  jobber  out. 

35.  Partial  Use  of  Jobbers. — The  manufacturer  need 
not  be  restricted  to  selling  through  a  jobber  or  selling  direct 
to  retailers.  He  may  sell  to  large  retailers  direct,  and  allow 
the  jobbers  to  supply  the  small  retailers,  taking  care  that  his 
prices  do  not  conflict  with  the  jobbers',  and  that  his  adver- 
tising does  not  in  any  way  favor  the  large  retailers.  It  is 
necessary  for  the  manufacturer,  who  relics  upon  advertising 
to  build  his  trade,  to  see  to  it  that  constmiers  get  the  same  prices. 
It  will  net  do  for  him  to  sell  big  stores  so  low  as  to  allow  them 
to  cut  the  retail  price  below  the  figure  for  which  the  small  retailer 


§  21  GENERAL  CAMPAIGNS  21 

can  sell.  If  the  goods  are  trade-marked,  and  standardized  by 
advertising,  it  is  of  the  first  importance  that  the  retail  price 
be  also  standardized. 

36.  When  Manufacturers  May  Retail. — Manufacturers 
sometimes,  in  introducing  a  new  article,  find  it  expedient,  both 
to  secure  distribution  and  to  get  thorough  publicity,  to  under- 
take to  sell  to  retailers,  or  even  to  consumers,  for  a  time;  and 
after  the  article  has  become  so  well  known  as  to  have  created 
a  steady  demand,  the  business  is  often  turned  over  to  the  jobbers. 

37.  Selling  Specialties. — Some  general  advertisers  own 
and  operate  their  own  retail  stores,  or  agencies,  or  distribute 
their  goods  through  their  own  peculiar  organizations.  Exam- 
ples are  such  concerns  as  the  Borroughs  Adding  Machine  Com- 
pany, International  Correspondence  Schools,  most  typewriter 
companies,  the  National  Cash  Register  Company,  the  Regal 
Shoe  Company,  makers  of  safes,  machinery,  and  many  other 
products.  These  advertisers  sell  direct  by  mail,  in  case  of 
request  or  necessity,  though  they  are  not  to  be  classed  as  mail- 
order advertisers.  Many  shoe  manufacturers  own,  or  control, 
retail  stores,  but  not  many  of  them  are  strictly  general  adver- 
tisers. W.  L.  Douglas,  the  pioneer,  is  a  large  advertiser,  but 
not  a  general  advertiser.  He  advertises  in  the  towns  and  cities 
where  he  has  stores.  This  is  true  of  many  large  advertisers, 
as  the  great  "chain"  drug  and  cigar  and  grocery  stores,  the 
owners  of  which  make  many  of  the  goods  sold. 

38.  Clioosing  the  Trade  Channel. — Many  things  are  to 
be  considered  in  choosing  the  proper  trade  channel  by  which 
nationally  advertised  goods  are  to  be  sent  to  the  consumers. 
The  foregoing  descriptions  of  the  several  -channels  will  help 
to  decide.  The  advertiser  rnay  study  the  experience  of  others 
in  his  line,  and  he  may  use  his  judgment.  The  matter  of  his 
capital,  his  manufacturing  facilities,  his  experience  in  selling, 
his  willingness  to  install  a  selling  department,  and  many  other 
things  are  to  be  thought  about.  Trade  conditions,  whether 
jobbers  now  control  like  lines,  whether  shi]jping  conditions 
favor  the  jobber  or  the  manufacturer,  whether  retailers  can 
buy  in  original  packages,  etc.,  must  be  investigated. 


22  MANAGEMENT  OF  §21 

39.  Exclusive  Agencies. — Some  articles  should  be 
handled  by  exclusive  agencies,  such  as  the  advertised  and  trade- 
marked  clothing,  hats,  shoes,  etc.  Agencies  for  such  goods 
are  valuable,  because  the  makers  have  created  good-will  by 
general  advertising.  The  exclusive  agency  for  an  advertised 
article  universally  used,  and  subject  to  intense  competition, 
like  hosiery,  is  not  usually  found  advisable.  Consimiers  will 
not  take  the  trouble  to  visit  stores  where  they  have  not  been 
accustomed  to  trade  to  get,  for  example,  Holeproof  hosiery 
or  Arrow  collars.  These  must  be  carried  by  all  haberdashers, 
or  a  great  percentage  of  the  advertising  done  for  them  will  be 
futile.  

THE  NAME  AND  THE  PACKAGE 


THE    NAME 


40.  Importance  of  Suitable  Name. — The  name  of  the 
article  to  be  advertised  is  very  important.  If  it  is  catchy  and 
interesting,  as  well  as  descriptive,  it  is  a  large  element  in  the 
success  of  the  advertising.  If  it  has  no  close  relation  to  the 
thing  advertised,  has  to  be  explained,  and  the  public  must  be 
educated  to  remember  it  and  to  realize  that  it  belongs  to  some- 
thing that  they  need,  it  is  a  handicap  to  the  advertising,  and 
makes  it  difficult  to  show  results.  A  name  for  an  advertised 
article  should  make  readers  think  of  that  article  in  an  agree- 
able way,  and  be  easy  to  remember  and  to  pronounce.  No 
reader  should  be  uncertain  about  its  meaning  or  pronunciation. 
It  is  costly  to  make  advertising  bear  the  burden  of  explaining 
these  things. 

41.  The  Sound  of  a  Name. — The  selection  and  arrange- 
ment of  certain  consonants  and  the  use  of  vowels  are  also  of 
vital  importance  in  coining  a  word.  Certain  letters  are  more 
pleasing  and  better  adapted  than  others  to  begin  a  word. 
Among  these  are  L,  R,  K,  and  T. 

The  letter  K  has  been  found  particularly  attractive  as  an 
initial  one;  as  in  the  words  Kabo,  Kalamazoo,  Karo,  Kodak, 


§  21  GENERAL  CAMPAIGNS  23 

etc.  Possibly  it  is  the  faet  that  this  letter  is  used  very  little 
to  begin  common  nouns  that  makes  it  seem  especially  popular 
in  coining.  C,  pronounced  like  K,  has  been  used  in  a  number 
of  trade  marks;  Calox,  Co-Arda,  and  Coca-Cola  are  examples. 
Long  vowels  give  a  more  musical  sound  to  the  word.  Short  e 
or  short  i  combined  with  t,  p,  or  b,  tends  to  give  a  lighter  or 
humorous  effect.  Alliteration  in  syllables,  as  well  as  in  com- 
pound words,  pleases  the  ear  and  makes  the  word  easier  to 
remember,  as  Pompeian,  Dove  Dimity,  Jap-a-lac,  etc. ;  or,  the 
first  and  last  letters  may  be  the  same,  as  Cadillac. 

42.     Name  Should  Suggest  Quality  and  Utility. — The 

cue  to  the  advertisement  shordd  be  the  quality  and  utility  of 
the  thing  advertised,  rather  than  that  it  was  made  by  W.  L. 
Douglas,  John  Smith,  or  Peter  Jones.  Uneeda  has  become 
one  of  the  best  known  of  advertised  names,  but  it  tells  nothing 
about  the  biscuit  whose  name  it  is.  It  is  a  clever  name,  if  one 
were  to  assimie  that  everybody  knows  it  means  a  biscuit  and  that 
everybody  is  satisfied  that  it  is  a  good  biscuit.  Literally,  the 
suggestion  that  it  conveys  to  the  reader  is  that  she  needs  some 
biscuit,  not  that  she  needs  a  particular  biscuit.  This  natural 
inference  has  been  overcome  through  having  the  name  used  as 
a  trade-mark  and  exclusively  for  one  make  of  biscuit.  But 
the  fact  is  that  advertising  has  had  to  labor  a  long  time,  and 
at  great  cost,  to  drive  this  into  the  consciousnesses  of  people, 
and  fix  it  there.  It  is  a  mooted  question  if  the  sale  of  the  cracker 
might  not  have  been  better  promoted,  at  a  less  cost,  if  a  name 
that  suggested  the  particular  biscuit  and  its  quality  had  been 
adopted.  That  the  business  has  been  successful,  using  this 
name,  does  not  prove  that  it  might  not  have  been  more  suc- 
cessful at  less  cost  if  another  name  had  been  adopted. 

Another  biscuit  name  is  Sunshine,  and  much  is  made  of  the 
fact  that  its  makers  have  built  factories  having  many  win- 
dows. They  furnish  light  and  air  for  the  working  people. 
In  advertising  they  suggest  cleanliness,  and  a  certain  lightness 
to  the  product.  But  even  with  so  pleasing  a  name,  it  is  likely 
that  more  must  be  spent  to  advertise  the  factory  windows  than 
should  be  spent.     Probably  a  less  general  name  and  one  more 


24  MANAGEMENT  OF  §  21 

applicable  to  the  partictilar  line  could  be  chosen.  Advertising 
has  had  to  build  up  many  names  that  have  nothing  to  do  with 
the  quality  or  economy  of  the  articles  advertised.  It  should 
not  be  called  upon  to  do  it. 


THE    PACKAGE 

43.  The    Advertising    Value    of   llie    Package. — The 

package  in  which  the  advertised  goods  is  offered  may  be  one 
of  its  most  efificient  advertisements.  Sometimes  it  is.  Some- 
times it  is  one  of  the  things  that  kill  the  article,  and  make  the 
advertising  ineffective.  The  package  ought  to  be  good  to 
look  upon,  to  suggest  the  nature  and  quality  of  the  contents 
and  give  an  idea  of  its  worth.  It  is  a  matter  for  serious  and 
expert  consideration. 

In  planning  the  package  it  is  necessary  to  think  of  many 
things,  but  first  among  these  should  be  the  idea  of  the  adver- 
tising value  of  the  carton,  the  bag,  the  box,  or  the  can.  Its 
apparent  size  must  be  considered,  its  shape,  material,  make, 
color,  and  [particularly  the  printed  matter  to  be  put  on  it. 
The  buyer's  ideas  must  be  kept  in  mind  whether  the  design 
suits  the  artistic  ideas  of  the  o^^^ler  or  the  advertising  manager 
or  not.  The  package  is  as  much  a  problem  in  applied  psychol- 
ogy^ as  is  the  form  of  the  advertisement  that  is  printed  in  the 
magazine.  The  package  is  seen  on  the  shelves  of  dealers  all 
over  the  land,  and  is  all  the  time  appealing  to  all  kinds  of 
people. 

44.  Expcrlence.s  Witli  Good  and  Bad  Packages. — A 

certain  article  of  household  use  was  put  on  the  market  and 
failed.  It  was  liberally  advertised,  and  pushed  by  competent 
p'desmen.  It  failed  because  the  color  of  the  carton  used  made 
ii-  look  smaller  than  another  article  for  the  same  use.  It  had 
to  be  withdrawn  from  the  market,  a  new  carton  devised  that 
made  it  look  larger  than  its  rival,  though  weighing  exactly  the 
same,  and  a  new  start  made.  All  the  work  and  expense  of  the 
first  trial  was  wasted,  because  the  designer  of  the  carton  did  not 
think  to  considt  the  laws  of  oi)tics.     There  is  a  line  of  foods, 


§  21  GENERAL  CAMPAIGNS  25 

the  Premier  brand,  that  has  packages  so  simple  and  attractive 
that  the  brand  is  easily  recognized  on  the  shelves  of  any  grocer. 
Some  of  the  cereal  foods  are  packaged  so  attractively  that  it  is 
hard  to  resist  the  temptation  to  buy  them.  How  easy  it  is  to 
bu}^  the  Domino  sugar  packages,  and  pay  more  for  them  than 
bulk  prices. 

45.  It  is  to  be  said  that  among  packages  seen  in  retail  stores 
there  are  but  few  that  appeal  to  the  buyer.  Many  are  dull 
and  uninteresting.  They  might  always  be  attractive.  If  they 
were,  sales  would  be  greatly  increased.  A  certain  cheap  toilet 
soap,  called  Briar  Rose,  which  had  never  been  advertised,  was 
given  a  new  box,  designed  by  a  competent  commercial  artist, 
and  the  sales  were  immediately  trebled.  The  Crofut  &  Knapp 
hats  were  put  into  boxes  handsomely  designed,  and  the  sales 
jumped  at  once.  The  alarm  clock  called  Big  Ben  is  sold  in  a 
neat  box,  which  is  constantly  used  by  jewelers  and  other  dealers 
with  the  clock  in  their  window  displays.  The  box  helps  to  sell 
a  clock  that  is  sold  at  a  price  as  high  as  the  trade  will  stand. 
Some  apple  raisers  market  the  fruit  in  attractive  and  con- 
venient cartons  and  boxes,  and  get  50  to  100  per  cent,  above 
market  prices. 

46.  An  Attractive  Package  Influences  Dealers. — Ad- 
vertising of  distinctive  brands  has  led  to  packaging  goods  in 
so  attractive  a  fashion  as  to  make  them  desired  by  buyers  and 
to  be  objects  of  real  decorative  value  in  stores.  There  is  an 
owner  of  a  chain  of  groceries  who  has  worked  out  a  color  and 
decorative  scheme  for  his  stores,  by  arranging  package  goods. 
H6  makes  his  store  a  picture.  He  has  photographs,  and  all  of 
his  stores  are  arranged  like  them,  so  that  in  addition  to  making 
them  pleasing  pictures  for  all  visitors  they  are  uniform  in 
arrangement  and  he  can  shift  clerks  about  without  interrupting 
their  efficiency  a  moment.  This  is  of  great  value  to  the  retailer. 
Such  clever  use  of  packaged  goods  adds  materially  to  profits. 
It  is  certainly  the  most  effective  advertising  possible.  It  is 
much  more  important  that  the  buyer  shall  have  an  agreeable 
sensation  as  he  enters  a  store  than  that  he  shall  be  filled  with  a 
catalog  of  the  \drtues  of  the  goods. 


2V,  MAXACEMFA'T  r)F  §21 


TR.VDE-M^VRKS 

47.  Trade-marked  gocKls  have  a  distinct  place  in  mer- 
chandising, and  their  treatment  has  become  somewhat  different 
from  that  accorded  other  goods,  in  selling  and  advertising. 
Manufacturers  of  distinctive  goods  find  it  good  policy  to  spend 
much  money  establishing  trade-marks,  and  have  usually  adopted 
a  plan  of  distribution,  prices,  and  advertising  calculated  to 
repay  the  money.  The  name  of  a  product  is  often  the  trade- 
mark also. 

CHOICE    AND    USE    OF    TRADE-MARKS 

48.  Tlie  Trade-Mark. — -The  trade-mark  is  usually  wrought 
into  some  design,  and  it  is  the  design  that  is  protected  by  the 

patent  laws,  though  the  words,  or  the  form  of 
words,  used  are  often  thus  protected.  The  design 
is  not  always  suggestive  of  the  goods  or  the  con- 
cern making  them.  It  is  often  an  arbitrary  s>'m- 
bol,  having  no  significance  other  than  that  given 
it  by  the  use  made  of  it ;  though  most  designs  used 
as  trade-marks  have  some  suggestive  meaning 
that  is  intended  to  lead  the  mind  to  the  article 
advertised,  as  the  marks  of  Baker's  chocolate, 

Fig.  .3  ' 

Fig.  3;  Sherwin  &  Williams  paints;  the  American 
Bell  Telephone  companies;  Ostermoor  mattress  makers,  Fig.  4. 

The  trade-mark  is  sometimes  the  name 
of  the  maker  of  the  article,  as  Steinwa>' 
pianos,  Chickering  pianos,  Williams'  shav- 
ing soap,  Mennen's  talcimi  powder,  Col- 
gate's shaving  cream.  Crane's  Linen  Lawn 
writing  paper,  Welch's  grape  juice,  Gordon 
hosiery',    Gillette    safety    razors,    Packard 

automobiles,  etc.     The  trade-mark  is  some- 
times a  personal  signature,  as  the  Edison  sig- 
nature, the  Wanamaker  signature,  etc.     The 
Fig.  o  initials  of  a  firm  name  are  used  for  a  trade- 

mark, as  R.  &  G.  corsets.  Fig.  5,  and  Nabisco  for  one  of  the 
products  of  the  National  Biscuit  Company. 


Fig.  4 


§  21  GENERAL  CAMPAIGNS  27 

The  trade-mark  is  often  a  plirasc  or  word  signifying  some 
distinctive  quality  of  the  thing  advertised,  as  Shuron  for  a 
cHp  for  eye  glasses,  Ivory  for  a  white  soap.  Keen  Kutter  for  a 
line  of  eutlcry  and  edge  tools,  Rising  Sun  for  a  stove  polish, 
Shushine  for  a  shoe  polish.  Rubber  set  for  bioishes  the  bristles  of 
which  are  set  in  liquid  rubber. 

The  mark  of  the  A.  B.  Kirschbaum  Company,  makers  of 
men's  clothing,  is  a  conventionalized  cherry  tree,  because  it  is 
explained  that  Kirschbaum  means  cherry  tree  in  English. 
Cherry-tree  brand  of  clothing  means  just  a  name  to  buyers,  and 
the  name  means  what  the  advertisers  make  it  mean  by  their 
theor}^  of  business.  This  motive  is  a  good  one  for  a  personal 
mark,  or  for  the  basis  for  a  personal  coat  of  arms,  but  it  has  no 
particular  merit  for  a  trade-mark,  since  its  significance  has 
always  to  be  explained,  and  when  understood  has  no  connection 
with  clothing  or  quality. 

49.  Trade -Mark  Sliould  Refer  to  tlie  Goods. — As  an 

advertising  proposition,  the  trade-mark  that  has  no  connec- 
tion with  the  goods,  as  descriptive  of  them 
or  as  suggestive  of  their  quality  or  use,  is 
expensive.  It  is  pointed  out  that  trade- 
marks like  Mennen's,  Fig.  6,  are  very  valu- 
able, which  is  true.  It  is  also  true  that  if 
Mr.  Mennen  could  have  brought  himself  to 
choose  a  mark  that  indicated  quality  in  his 
goods,  and  had  spent  the  same  amount  of  F'^-  ^ 

money  advertising  the  goods  under  the  trade-mark,  it  is  likely 
that  both  the  business  and  the  trade-mark  might  have  been 
more  valuable  now. 

50.  The  trade-mark  should  lead  true  to  the  vital  quality 
of  the  goods.  It  is  a  part  of  the  advertisement.  It  should  not 
be  a  mere  shibboleth,  nor  should  it  claim  superlative  virtue. 
Nonesuch  as  a  name  for  a  prepared  mince  meat  is  a  super- 
lative, implying  that  no  other  mince  meat  is  as  good,  which 
may  be  true,  but  is  improbable.  The  Douglas  shoe  has  the 
portrait  of  the  owner  for  a  trade-mark,  and  it  is  now  very 
valuable.     It  has  been  used  in  advertising  for  many  years, 

I  L  T  102C— 22 


ENNEN 


28  MANAGEMENT  OF  §  21 

and  has  become  so  familiar  to  readers  of  newspapers  as  to  enable 
them  to  single  out  the  advertisement  without  loss  of  time,  to 
read  it  or  to  pass  it  over.  This  also  took 
much  advertising.  The  idealized  portrait  of 
Mr.  Woodbury,  Fig.  7,  on  the  package  and  in 
the  advertising  of  the  Woodbur)-  facial  soap, 
on  the  other  hand,  has  significance,  as  it  sug- 
gests to  men  with  skin  troubles  the  desirability 
of  having  a  countenance  as  unclouded   and 

Fig   7 

flawless  as  the  trade-mark,  and  holds  out  the 
unvoiced  hope  that  this  soap  may  help  them. 

51.  The  Ideal  Trade-Mark. — The  ideal  office  of  the  trade- 
mark is  to  guarantee  the  goods — to  assure  the  reader  of  the 
advertisement  that  he  will  be  served  in  the  same  manner  all 
the  time,  and  that  he  can  rest  easy  on  the  score  of  quality. 
Used  for  this  purpose,  and  to  supplement  careful  advertising, 
the  trade-mark  is  of  great  value  to  the  maker  of  standardized 
goods.  Discriminating  buyers  are  willing  to  pay  in  the  vicinity 
of  from  10  to  25  per  cent,  advance  for  the  sake  of  getting  goods 
guaranteed  by  trade-marks.  Men  do  it  for  hats,  hosier3% 
shirts,  ties,  and  for  sporting  goods.  Women  do  it  for  mil- 
linery, hosiery,  suits,  and  for  domestic  supplies.  Beechnut 
bacon  sells  for  about  twice  the  price  of  ordinary  strip  bacon. 
Deerjoot  sausages  and  pork  products  sell  well  above  the  market. 
Normanna  products  sell  something  like  20  per  cent,  above  the 
market.  Certain  brands  of  print  butter  sell  for  more  than 
double  the  price  of  first-class  Elgin  butter.  Htiyler's  candies 
sell  for  more  than  as  good  goods  without  the  trade  name;  as 
do  Belle  Mead  sweets,  and  other  brands  with  advertised  trade- 
mark names. 

52.  Trade-Mark  Prevents  Siib.stitiition. — The  con- 
sistent use  of  trade-marks  tends  to  prevent  substitution.  It 
would  be  impossible  to  substitute  another  soap  for  Woodbury's 
or  Cuticura  or  Pears,  if  the  buyer  asked  for  them  b>-  name,  as 
he  would.  The  mark  fixes  in  the  mind  of  the  buyer  the  article 
he  wants,  and  it  is  not  possi])k"  for  any  imitator  to  use  the 
mark  on  packages  intended  for  substitutes.     The  trade-mark 


§  '21  GENERAL  CAMPAIGNS  29 

establishes  a  habit.  It  helps  buyers  to  decide.  Soap  is  not 
merely  soap,  but  Pears,  Colgate's,  Cuticura,  Resinol,  or  some 
particular  brand  of  soap.  It  establishes  the  habit  of  thinking  of 
a  mark  or  a  phrase.  The  phrase  used  by  Colgate  to  advertise 
a  tooth  paste,  "A  miss  is  as  good  as  her  smile,"  is  a  great  asset 
to  that  house,  though  not  exactly  a  trade-mark.  It  is  of  the 
nature  of  that  other  less  clever  phrase,  "See  that  hump?"  which 
once  did  such  yeoman's  service  in  building  a  great  business. 
To  think  of  one  of  these  clever  and  money-making  sayings,  and 
to  apply  it  in  otherwise  good  advertising,  is  an  evidence  of 
genius. 

53.  All  Appeal  to  the  Consumer. — The  good  trade- 
mark, properly  used  on  packages  and  in  advertising,  is  a  bridge 
that  connects  the  manufacturer  with  the  consumer,  and  obliges 
the  jobber,  the  wholesaler,  and  the  retailer  to  cooperate  with 
the  manufacturer  in  his  work  of  popularizing  his  product.  It 
is  one  of  the  most  effective  consumer  appeals  available.  If  a 
jobber  begins  to  handle  trade-marked  goods,  he  must  con- 
tinue to  use  them.  It  is  not  possible  for  him  to  shift  to  other 
makes.  The  trade-mark,  which  has  been  accepted  by  the 
buyers,  holds  him  fast.  When  women  demand  Fruit  of  the 
Loom  sheeting  they  are  going  to  have  it,  and  the  retailer  is 
going  to  see  that  it  is  available  for  them.  No  other  sheeting 
will  do.  So  of  Heinz's  pickles  and  preserves.  If  people  want 
Heinz  goods,  the  retailers  are  going  to  keep  them  in  stock — • 
and  the  trade-mark  has  helped  to  fasten  the  demand  for  pickles 
to  the  Heinz  brand.  It  helps  the  Heinz  concern  to  take  care 
of  competition,  and  it  makes  it  impossible  for  salesmen  to  leave 
the  employ  of  the  concern  and  take  their  trade  with  them. 

54.  Trade -Marked    Goods    and    the    Retailer. — The 

advertisers  of  trade-marked  goods  do  the  greater  part  of  the 
work  of  creating  the  business  for  the  retailer,  and  so  are  in  a 
position  to  ask  him  to  maintain  prices  and  to  push  his  goods. 
There  is  a  certain  brand  of  coffee  on  the  market  in  New  York 
City  and  nearby  suburbs,  Ytiban,  which  was  at  first  received 
by  the  retail  trade  with  much  coolness.  It  is  a  blend  selling 
for  about  as  much  as  people  are  willing  to  pay  for  coffee;  and 


30  MANAGEMENT  OF  §  21 

the  handlers  make  the  retailer  pay  a  stiff  price  for  it.  The 
enterprising  retailer  likes  to  blend  his  own  coffee,  as  he  knows 
that  he  can  by  that  means  get  a  coffee  that  his  trade  will  buy, 
at  a  cost  several  cents  lower  than  the  wholesale  price  of  Vtiban, 
or  any  other  trade-marked  coffee.  But  the  Arbuckles  chose  a 
particiilarly  good  name,  made  a  very  attractive  package,  and 
put  on  one  of  the  most  attractive  advertising  campaigns  the 
country  has  ever  seen.  They  created  the  demand,  and  now  all 
the  grocers  have  to  carr>^  the  coffee.  The  blenders  made  of  the 
trade-mark  a  bridge  that  put  the  consumers  in  touch  with 
themselves,  and  they  were  able  to  force  the  retailers  to  take 
up  their  goods. 

55.  Forcing:  Not  Best  Policy. — Forcing  is  not  the  best 
use  to  make  of  the  trade-mark,  however.  Retailers  that  are 
forced  to  stock  an  advertised  trade-marked  article  against  what 
they  believe  to  be  their  interests,  form  a  rather  frail  reed  for 
the  manufacturer  to  lean  upon.  Those  manufacturers  of  trade- 
marked  products  who  are  wise  see  to  it  that  all  of  the  inter- 
ests of  the  retailers  are  protected.  They  go  further,  and  make 
it  possible  for  the  retailers  to  make  more  money  with  their 
goods  than  with  goods  not  trade-marked. 

56.  The  Creation  of  Trade-Marks. — The  creation  of  a 
trade-mark  for  an  article  that  is  to  be  advertised,  and  is  a  staple 
that  may  be  expected  to  have  constant  sale,  is  a  matter  of  very 
great  importance,  and  of  great  delicacy.  It  is  a  task  that 
demands  imagination  and  business  shrewdness.  It  should  be 
intrusted  to  capable  advertising  men,  with  the  cooperation  of 
a  lawyer  who  has  specialized  on  patent  and  copyright  law.  The 
foregoing  paragraphs  suggest  the  nature  of  the  task.  It  has 
sometimes  taken  years  to  get  the  right  mark  for  a  business. 
Sometimes  manufacturers  have  enlisted  many  people  in  the 
work,  in  the  form  of  a  competition  or  paying  each  one  for  his 
effort.  Sometimes  an  established  mark  or  symbol  is  used. 
The  National  Biscuit  Company  took  the  so-called  "PlimsoU 
mark"  that  had  been  used  by  Lloyds,  of  London,  to  mark  a 
seaworthy  vessel,  and  before  that  by  one  of  the  old  Italian 
printers.     The  rather  far-fetched  idea  was  that  the  In-cr-seal 


§21  GENERAL  CAMPAIGNS  31 

packages  of  the  National  Biscuit  Company  were  to  be  con- 
sidered as  impervious  to  intruding  dampness  as  the  good  ships 
insured  by  Lloyds;  an  explanation  that  but  few  users  of  Uneeda 
biscuits  will  ever  hear  of.  Many  marks  have  been  taken  from 
Japanese  books  of  s>Tnbolic  drawings,  and  from  the  foundation 
books  of  design  made  by  English,  French,  Dutch,  and  German 
artists. 

The  creation  of  an  original  trade-mark  that  will  justify  itself 
is  the  work,  as  has  been  said,  of  an  inspired  genius.  Too  much 
pains  cannot  be  lavished  upon  the  task. 

57.     Trade-Mark  Slioulcl  Be  Utilized.— When  a  trade- 
mark has  been  secured,  it  should  be  used  in  all  advertising, 
on  every  article,  on  all  packages,  on  all  stationery,  etc.     It 
should  be  made  to  accompany,  or  lead,  the  thought  of  the 
article,  agreeably  and  persistently,  so  that  it  will  always  be  in 
the  minds  of  people  when  they  think  of  the  article  to  which  it 
applies,  and,  vice  versa,  that  people  will  always  think  of  the 
trade-mark  when  they  think  of  the  article.     It  is  sufficient  to 
say  of  an  Eastman  camera,  "It  is  a  Kodak."     Kodak  has  come 
to  mean  camera,  and  camera  has  come  to  mean  Kodak.     The 
trade-mark  of  the  United  Cigar  Stores,  Fig.  8, 
is  as  familiar  as  any  symbol  in  the  United  States, 
but  as  it  cannot  be  spoken  it  is  an  identification 
mark  only.     Until  recently  the  Eastman  cam- 
eras and  supplies  were  handled   by  exclusive 
agents,    and   their    stores   were  Kodak  stores. 
The  United  Cigar  Stores  trade-mark  would  have 
been  a  thousand  per  cent,  more  valuable  if  it 
had  been  some  word  as  easy  to  remember  and  as  euphonious 
as  Kodak,  so  that  the  stores  could  have  been  designated  by  it. 
This  word  Kodak,  is  an  ideal  trade-mark.     It  is  a  manufactured 
word.     It  meant  nothing  until  the  Eastman  Company  made  it 
mean  camera.     Nothing  about  it  had  to  be  unlearned,  ignored, 
or  forgotten.     It  is  easy  to  speak,  and  easy  to  remember.     Its 
enunciation  produces  a  pleasurable  sensation.     Its  associations 
are  all  with  the  camera  and  all  of  its  psychological  elements 
tend  to  pleasurable  attitudes  toward  the  camera. 


32  MANAGEMENT  OF  8  21 


WILVT    A    TRADE-MARK    SHOULD    BE 

58.  Trade-Mark  a  Service  to  Public. — A  distinguished 
trade-mark  specialist  says:  A  trade-mark  should  be  a  guide 
to  the  public,  indicating  what  is  desirable,  and  enabling  pur- 
chasers to  avoid  what  is  undesirable.  The  reason  for  its  being, 
and  the  basis  of  its  protection,  is  service  to  the  public.  Strictly 
speaking,  it  is  not  a  property  that  belongs  to  a  manufacturer, 
jobber,  or  retailer,  except  as  it  is  associated  with  good-will — ■ 
the  good-will  of  the  public. 

59.  A  Constructive  and  Protective  Force. — To  be  com- 
pletely efficient,  a  trade-mark  should  be  both  a  constructive 
and  a  protective  force;  it  should  be,  among  other  things,  appro- 
priate, attractive,  pleasing,  readily  understood,  generally  and 
universally  understood  among  the  nationalities  and  classes 
embraced  within  one's  merchandising  i:)lans;  also  the  trade- 
mark should  be  easily  remembered,  easily  pronounced,  referred 
to,  or  described,  and,  if  possible,  be  a  stimulus  to  mental 
imagery.  Above  all,  the  trade-mark  should  be  distinctive, 
individual.  No  trade-mark  can  be  too  individual,  too  widely 
differentiated,  or  separated,  from  other  trade-marks. 

60.  Must  Be  Simple  and  Individual. — The  easiest  way 
to  make  it  individual  is  to  make  it  simple.  Needless  detail 
tends  to  confusion.  Illustrative  of  this  are  the  general  run  of 
coats  of  arms  and  crests.  To  the  average  person  they  are, 
like  Chinamen,  all  alike,  really  different  though  they. may  be. 

One's  legal  rights  depend  absolutely  upon  the  trade-mark's 
individuality.  Always  there  should  be  before  the  trade-mark 
designer  and  prospective  user  this  question:  "Has  the  trade- 
mark before  me  been  adopted  and  used  by  any  one  else,  either 
in  the  identical  or  similar  form?"     The  answer  is  vital. 

()1.  Inventory  of  Competition. — In  order  to  arrive  at 
such  aiiswer,  it  is  necessary  to  have  an  inventory  of  competition; 
that  is,  Lo  search  the  records  of  trade-marks  registered  not  only 
in  the  Patent  Office,  but  among  the  individual  states,  which 
protect  niarks  in  much  the  same  way  as  does  the  Patent  Office, 


§  21  GENERAL  CAMPAIGNS  33 

sometimes  gi\'inj;  an  additional  remedy  for  infrini^cment,  by 
way  of  criminal  punisliment  of  an  offender. 

Besides  these  registered  trade-marks  whieh,  in  the  Patent 
Office  alone,  now  reach  150,000,  two-thirds  of  which  have  been 
registered  during  the  past  ten  years,  there  are  hundreds  of 
thousands  of  unregistered  trade-marks  which  must  be  taken 
into  consideration,  which  must  not  be  infringed. 

62.  Clean  Hands. — Courts  demand  that  those  who  seek 
protection  from  unfair  competition  of  any  kind,  infringement, 
substitution,  injurious  advertising  and  the  like,  must  approach 
Justice  with  clean  hands. 

Always  there  are  on  trial  the  rights  of  the  two  litigants,  not 
the  rights  of  the  offended  alone.  Unguided,  uninformed, 
ignorantly,  one  may  have  chosen  a  trade-mark  that  infringes 
upon  the  rights  of  a  prior  trade-mark.  Or  he  may  have  used 
his  trade  mark,  whether  innocently  or  not,  in  a  way  that  tends 
to  mislead,  though  it  may  not  actually  have  misled  the  public; 
or  he  may  have  injured  the  public  by  furthering  the  sale  of 
unla^vful  commodities,  or  even  lawful  commodities  sold  in  an 
unlawful  way. 

63.  Patent-Office  Requirements.— If  a  trade-mark  is 
to  be  registered  in  the  Patent  Office  it  must  be : 

A  coined  word,  a  dictionary  word  or  name  used  in  a  fanciful, 
fictitious,  or  suggestive  sense,  or  any  one  of  about  one  hundred 
varieties  of  words,  letters,  numerals,  symbols,  signatures,  por- 
traits, and  the  like,  singly  or  in  combination,  provided  such 
trade-mark  does  not  belong  to  one  of  the  following  not  family; 
that  is  to  say : 

Not  obviously  descriptive  of  the  nature,  character,  quality, 
grade,  make-up,  ingredients,  materials,  form,  size,  decoration, 
color,  or  appearance  of  the  article,  or  of  its  label  or  package. 

Not  the  mere  name  of  an  individual,  corporation,  or  asso- 
ciation, and  never  the  name,  portrait,  or  signature  of  a  living 
person,  without  written  consent. 

Not  the  name,  distinguishing  mark,  character,  emblem, 
colors,  flag,  or  banner  of  any  institution,  organization,  club, 
or  society. 


34  MANAGEMENT  OF  §  21 

Not  the  emblem  of  the  Loyal  Legion,  the  Red  Cross  Society, 
the  Masonic  order,  or  any  military  or  fraternal  body. 

Not  composed  of  the  flag,  coat  of  arms,  or  insignia  of  the 
United  States,  or  of  any  state,  municipality,  or  foreign  nation,- 
or  any  simulation  thereof. 

Not  a  mere  geographical  name. 

Not  the  mere  name  of  a  building  or  business  location. 

Not  identical  with,  nor  so  similar  to  a  trade-mark  previously 
used  for  articles  cf  the  same  nature,  that  it  may  deceive  or 
confuse  unsuspecting,  unwar>',  ordinary  purchasers. 

Not  a  misrepresentation  in  itself,  or  used  on  a  label  or  in 
association  with  advertising  of  a  commodity  that  is  such. 

Not  obscene. 

Not  libelous. 

Not  a  violation  of  that  veneration,  love,  or  respect  which  is 
generally  known  to  be  associated  with  certain  individuals, 
offices,  and  stations  in  domestic,  religious,  and  public  life. 

Not  used  in  association  with  a  commodity  which  is  injurious 
to  the  public  or  in  which  trading  is  unlawful. 

A  trade-mark  intended  for  registration  in  the  Patent  Office 
must  also  be:  Affixed,  printed,  branded,  or  othenvisc  impressed 
upon  or  woven  into  the  commodity,  or  its  label  or  package,  as  a 
means  of  identification.     Use  in  advertising  only  will  not  suffice. 

Further,  the  trade-mark  must  be  actually  so  used  in  sales 
and  shipments  to  customers  in  different  states,  in  foreign 
countries,  or  among  Indian  tribes,  and  be  owned  by  an  indi- 
vidual or  concern  domiciled  in  the  United  States,  or  by  an 
individ^.al  or  concern  domiciled  abroad  which  is  able  to  meet 
the  special  condition  in  the  federal  statutes  under  which  regis- 
tration in  the  Patent  Office  is  made  possible. 

64.  Expert  Advice  I)esira])le. — To  some  of  the  require- 
ments listed  above  there  are  exceptions,  and  these  can  be  learned 
after  careful  study  of  the  statutes  and  decisions;  but  mani- 
festly in  no  case  is  it  wise  to  choose  or  use  or  register  a  trade- 
mark without  expert  advice  from  men  who  give  their  whole 
time  to  the  problems  of  trade-mark  creation,  adoption,  use, 
registration,  and  protection.     Trade-marks  fall  witliin  one  of 


§  21  GENERAL  CAMPAIGNS  35 

the  biggest  problems  of  business,  and  now  more  particularly 
because  competition  is  becoming  more  tense  at  home.  To 
make  this  ]Droblem  still  more  burdensome,  comes  the  baffling 
mass  of  trade  conditions  in  the  foreign  markets. 

Many  trade-marks  of  value  in  this  country  arc  misunder- 
stood or  offensive  abroad.  One  must  go  into  a  range  of  inquiry 
that  may  take  years,  certainly  several  months,  if  one  is  deter- 
mined to  do  without  expert  help,  and  find  out  conditions  by 
himself.  What  folly  to  pursue  such  a  course  when  the  trade- 
mark is  the  very  basis  upon  which  good-will  rests,  that  good-will 
being,  in  a  large  proportion  of  the  great  merchandising  suc- 
cesses, the  one  property  without  price,  because  it  insures  sales 
and  the  stability  of  the  business— being  of  the  substance  which 
will  outlast  buildings,  machiner>^  and  men,  the  substance  of 
which  friendship  and  reputation  are  made. 

65.  Importance  of  Registration. — "Is  registration 
necessar3^^"  the  trade-mark  specialist  is  constantly  asked.  The 
answer  is,  emphatically,  "Yes,"  if  for  no  other  reason  than 
that  registration  acts  as  a  public  and  accessible  guide  to  those 
among  one's  competitors  who  wish  to  avoid  unfair  competition. 
Inasmuch  as  every  infringement,  no  matter  how  trifling,  would 
in  some  measure  interfere  with  one's  profits  and  good-will,  and 
efforts  to  put  an  end  to  the  infringement  would  cause  annoy- 
ance and  draw  upon  one's  time,  efforts,  and  means,  it  is  econom- 
ical to  make  this  public  record  of  one's  claim.  The  cost  of 
registration  is  comparatively  little  in  either  the  Patent  Ofhce 
or  among  the  several  states.  In  Latin  America,  and  in  several 
countries  abroad,  registration  is  in  the  nature  of  a  franchise 
to  do  business.  Without  it,  the  trade-mark  owner  is  not  only 
likely  to  forfeit  his  property  rights,  or  marketing  rights,  but  also 
is  open  to  serious  embarrassment,  loss,  and  penalties. 

66.  Preparedness. — Every  worth-while  trade-mark  is 
open  to  attack  and  to  misappropriation  (infringement)  at  any 
time,  and  as  the  means  of  overcoming  difificiilties  are  the  facts 
and  law  that  can  be  made  to  support  one's  claims,  it  is  advisable 
to  establish  early  relations  with  counsel  quaHfied  to  prepare  for 
any  and  all  contingencies. 


80  MANAGEMENT  OF  CAMPAIGNS  §  21 

With  such  service  engaged  in  advance  of  trouble,  one  need 
not  divert  time  and  energy  and  means  into  attempting  to  be 
one's  own  lawyer,  but  rather  make  the  services  of  the  lawyer 
the  more  economical  by  a  profitable  utilization  of  them.  Such 
an  adviser  will  tell  the  advertiser  when  his  own  or  others'  trade- 
marks are  infringed;  but  better  still,  if  the  adviser  is  of  the  right 
sort,  he  will  work  with  his  client  in  constructive  plans  that  will 
reduce  infringement,  not  only  in  volume  but  in  ultimate  effect. 


MANAGEMENT  OF  GENERAL 
CAMPAIGNS 

(PART  2) 


BEGINNING  THE  ADVERTISING  CAMPAIGN 


METHODS  OF  HANDLING  THE  ADVERTISING 


AGENCIES    AND    MANAGERS 

1.  Placing  Advertising  Through  Agencies. — ^Having 
considered  the  marketing  problems,  the  preliminary  steps  in 
the  actual  advertising  campaign  demand  attention.  One  of 
the  first  things  to  be  decided  is  whether  the  advertising  is  to  be 
placed  through  an  agency  or  direct.  If  an  agency  is  to  be 
employed,  it  should  be  chosen,  and  all  of  the  subsequent  work 
done  in  connection  with  it.  If  the  agency  is  to  attend  to  all 
of  the  planning,  copy -writing,  selection  of  mediums,  etc.,  the 
work  of  the  general  campaign  from  this  point  is  performed  by 
the  agency,  in  consultation  with  the  advertiser.  If  the  agency 
is  to  be  used  for  the  purpose  of  placing  the  advertising  and 
checking  up  the  accounts,  fixing  rates,  etc.,  the  constructive 
work  must  be  done  by  the  advertiser.  If  the  advertiser  is  a 
large  concern,  it  is  advisable  to  have  an  advertising  man- 
ager, even  if  most  of  the  constructive  work  is  done  by  the 
agency.  If  the  advertiser  is  a  medium-sized  concern,  or  does 
but  a  relatively  small  amount  of  advertising,  it  is  not  necessary 
to  employ  an  advertising  manager,  but  it  is  essential  that  the 
agency  be  selected  with  great  care. 

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S   90 


2  MANAGEMENT  OF  §  22 

2.  Functions  of  an  Advertising  Agency. —  The  agency 
and  its  functions  are  considered  in  a  later  Section,  but  some 
explanation  here  will  help  in  the  understanding  of  campaigns. 
Agencies  have  two  distinct  varieties  of  functions:  They  act 
for  advertisers  as  publicity  advisers  and  constructive  adver- 
tising factors,  and  they  act  in  a  strictly  accounting  way,  placing 
the  business  that  the  advertiser  has  prepared  in  mediimis 
selected  by  the  advertiser,  checking  up  the  insertions  and 
the  bills. 

The  accounting  for  an  advertising  campaign  is  different 
from  any  of  the  regular  work  that  goes  through  ordinary  busi- 
ness counting  rooms,  and  cannot  well  be  efficiently  handled 
by  advertisers  unless  they  install  separate  organizations  for 
the  work.  This  is  not  economical,  unless  there  is  a  very  large 
advertising  business.  Even  large  advertisers  have  found  it 
advisable  to  turn  over  to  agencies  all  of  the  operating  work  of 
their  advertising  campaigns.  The  decision  by  the  advertiser 
as  to  whether  the  agency  is  also  to  act  as  advertising  manager 
for  him  is  quite  a  different  matter. 

3.  Expert  Analysis  by  Agencies. — The  better  adver- 
tising agencies  have  a  corps  of  men  who  are  very  expert  in  the 
analysis  of  marketing  conditions,  and  in  making  advertising 
campaigns  that  are  calculated  to  give  the  advertiser  good  service. 
They  undertake  to  make  all  the  necessar>^  investigations,  and 
advise  in  accordance  with  conditions.  They  work  in  complete 
harmony  with  the  sales  manager,  as  well  as  the  advertising 
manager,  and,  while  they  sometimes  fail,  they  are  perhaps  more 
likely  to  succeed  than  are  inexperienced  advertising  managers, 
or  advertising  managers  of  the  caliber  most  advertisers  can 
afford  to  employ. 

4.  Advertising  Manager  and  the  Agency. — The  adver- 
tising manager  of  a  concern  that  i^laccs  its  advertising  business 
in  the  hands  of  an  agency  usually  devotes  himself  to  selling  and 
marketing  investigations,  and  to  the  work  of  coordinating  the 
selling  and  the  advertising.  He  keeps  in  touch  with  the  sales- 
men, and  tries  to  help  them  to  work  along  the  lines  of  the 
advertising.     Figurativch\  he  sells   the  advertising  to  them. 


§  22  GENERAL  CAMPAIGNS  3 

He  studies  the  field  from  the  point  of  view  of  the  advertiser^  to 
enable  him  to  both  advise  and  check  up  the  agency.  He  may 
be  said  to  make  a  continuous  study  of  marketing,  to  develop 
new  fields  and  new  methods.  He  advises  about  new  lines  of 
goods,  and  the  general  policies  of  the  advertiser  that  bear 
directly  on  the  problems  of  getting  the  right  goods  for  the  con- 
sumers and  getting  the  consumers  for  the  goods.  He  passes 
on  all  the  work  of  the  agency,  consults  constantly  with  it,  and 
directs,  in  a  general  way,  its  work.  He  rarely  concerns  himself 
with  copy,  though  his  0.  K.  is  necessary  on  all  copy  that  is  used. 

5.  Advertising  Manager  of  Firm  Handling  Its  Own 
Publicity. — The  advertising  manager  of  a  concern  that  creates 
and  handles  its  own  advertising  gets  his  leads,  that  is,  his  knowl- 
edge of  the  goods,  and  his  ideas  regarding  the  general  poUcies 
of  the  firm,  from  the  selling  department  and  the  general  manager 
of  the  business,  and  devotes  most  of  his  time  to  making  adver- 
tising campaigns,  producing  the  advertisements  and  advertising 
matter,  selecting  mediums,  and  managing  his  force  of  employes. 
He  is  not  so  likely  to  be  dealing  with  marketing  conditions, 
though  this  depends  on  the  nature  of  his  organization.  A  few 
managers  of  this  class  have  assistants  who  attend  to  most  of 
the  routine  work,  including  the  preparation  of  copy  and  dealing 
with  mediums,  leaving  the  manager  free  to  study  marketing. 

It  will  be  found  that  every  manager  is  a  law  unto  himself, 
so  far  as  his  definite  functions  are  concerned.  No  two  of  them 
work  along  identical  lines.  

THE    ADVERTISING    APPROPRIATION 

6.  The  advertising  appropriation  is  an  important  matter  to 
be  decided  after  the  marketing  question  has  been  settled.  Most 
advertisers  fix  their  appropriation  arbitrarily,  in  accord  with 
their  capital,  their  free  funds,  what  they  "can  afford  to  spend," 
or  by  some  rule  not  strictly  based  on  the  necessities  of  the 
case.  Many  who  are  able  to  command  any  reasonable  sum 
appropriate  a  fixed  percentage  of  the  estimated  business— as 
2  per  cent.,  or  sometimes  as  much  as  5  per  cent.  The  true 
way  is,  of  course,  to  spend  as  much  for  advertising  as  is  found 


4  MANAGEMENT  OF  §  22 

necessary  to  cam'  out  plans  made  after  having  made  a  thorough 
analysis  of  the  situation. 

7.  Analysis  for  Determining  Appropriation  Re- 
quired.— One  advertising  manager,  who  has  long  been  known 
as  an  expert,  uses  the  following  plan  of  analysis  where  the 
advertising  appropriation  is  being  considered: 

Class  of  Commodity:     Necessity — Every  family  must  have  it. 

Utility — Most  families  should  have  it,  but  can  do  without. 

Luxury — No  one  needs  it.     Few  can  afford  it. 

Market:  Necessity — Universal  market,  small  margin,  price  competition 
or  market  conditions  control  market.     Example:     Sugar. 

Utility — Fair  market,  usually  must  be  created,  good  margin,  moderate 
competition.     Example:     Sewing  machine. 

Luxury — Limited  market,  mostly  forced,  large  margin,  little  direct 
competition.     Example:     Billiard  tables. 

Restrictions  of  Market:     Distance  to  trade,  freight,  express,  post,  or  time. 

Portion  of  trade  normally  held  by  competition. 

Limited  producing  capacity. 

Limited  financing  ability. 

Sales  Costs  Factors:     Sales  force. 

Promotion,  as  demonstrations  and  educational  work  for  future  sales. 

Advertising. 

Consideratiotis  Affecting  Appropriation:  Per  cent,  of  maximum  possible 
sales  enjoyed. 

Reduction  of  operating  and  overhead  costs  by  increasing  volume. 

Increasing  frequency  of  capital  turnover. 

Out-advertising  competition. 

Extent  of  credit  to  trade  involved. 

Trade  outlook. 

8.  Another  advertising  authority,  who  is  actively  engaged 
in  planning  different  advertising  campaigns,  gives  the  follo\\4ng 
list  of  factors  to  be  considered,  but  says  that  the  problem  is 
different  for  each  business : 

Quality  of  the  product. 

Cost  and  marketing  price. 

Necessity  or  luxury. 

Trade  conditions  affecting  the  product. 

Existing  competition  or  possible  competition. 

The  necessity  of  acquaintance  with  advertising. 

Possible  per  capita  sale. 

Life  of  product. 


§  22  GENERAL  CAMPAIGNS  5 

Rapidity  of  consumption. 

Change  of  fashion  or  condition. 

Seasonable  or  constant  demand. 

Intermittent  or  regular  demand. 

Sales  support  of  the  advertising. 

Territory  boundaries  controlled  by  shipping  expenses  or  other  conditions. 

Whether  there  is  a  general  line  that  would  derive  benefit  from  the 
advertising  of  a  single  specialty,  as  there  is  with  Keen  Kutter  pocket 
knives  and  Heinz  ketchup. 

A  subsidiary  sale  to  depend  upon,  as  in  talking  machines  and  safety 
razors. 

The  necessity  of  maintaining  demand  already  created  as  well  as  creating 
new  demand. 

When  considering  the  possible  per  capita  sale,  as  indicated  in 
the  above  analysis,  an  investigation  should  be  made  to  ascertain 
how  many  people  in  the  territory  under  consideration  can 
possibly  be  interested  in  the  article.  This  analysis  of  pur- 
chasing ability  is  considered  later  on  in  connection  with  the 
selection  of  advertising  mediums. 

The  important  thing  to  have  in  mind  in  fixing  the  appro- 
priation is  the  immediate  necessities  of  the  case,  and  getting  to 
a  fixed  percentage  of  advertising  earnings  for  the  advertising 
appropriation  as  soon  as  possible. 

9.  Application  of  the  Analysis. — ^A  careful  common- 
sense  analysis  of  a  business  and  the  market  possibilities  along 
the  lines  mentioned,  if  used  with  a  knowledge  of  advertising, 
ought  to  show  the  way  to  fixing  the  proper  appropriation. 
Not  much  can  be  said  in  favor  of  fixing  the  appropriation  on 
the  basis  of  a  percentage  of  sales  for  a  year  that  has  passed, 
unless  it  can  be  positively  known  that  conditions  are  to  be  the 
same  for  the  coming  year.  A  great  many  advertising  appro- 
priations are  fixed  for  the  purpose  of  using  surplus  earnings,  to 
absorb  savings  made  in  various  ways,  because  a  certain  sum 
can  be  spared,  according  to  the  caprice  of  directors  or  managers, 
and  for  many  reasons  not  connected  with  the  actual  necessities 
of  the  occasion.  For  example,  an  advertising  manager  planned 
a  campaign  and  estimated  the  cost.  The  directors  cut  his 
estimate  in  half.  He  told  them  he  would  not  spend  a  dollar 
unless  he  had  the  full  amount,  and  explained  that  if  but  half 

206B— 18 


G  MANAGEMENT  OF  §  22 

the  appropriation  asked  for  was  to  be  used,  the  money  would 
be  wasted.  He  had  to  offer  his  resignation  before  he  got  the 
amount  he  needed.  It  would  be  as  sensible  for  a  board  of 
directors  to  order  a  contractor  to  go  on  and  build  a  factory-  for 
$50,000  when  the  architect's  plans  and  estimates  called  for 
$100,000  as  for  them  to  ask  an  expert  advertising  manager  to 
execute  a  campaign  for  $10,000,  the  cost  of  which  he  had  esti- 
mated at  $20,000.  

TRADE  CHANNELS  AND  CONDITIONS 


RELATIONS    WITH    THE    DEALERS 

10.  How  Shall  the  Goods  Be  Distributed  ?— Before  the 
general  campaign  is  fixed,  and  work  begun  on  it,  the  important 
matter  of  the  relations  with  the  trade  channels  has  to  be  decided. 
Shall  the  goods  be  handled  by  jobbers,  sold  direct  to  retailers, 
or  sold  to  consimiers?  This  question  can  be  settled  only  by 
each  advertiser.  All  depends  on  the  nature  of  the  goods. 
Some  classes  of  goods  may  be  handled  in  any  of  these  ways; 
and  then  the  question  is  as  to  the  capital  and  plans  of  the 
manufacturer.  It  can  be  seen  that  if  goods  are  to  be  sold 
direct  to  consumers  the  advertising  campaign  will  probably 
be  a  mail-order  proposition,  and  therefore  not  to  be  discussed 
in  this  Section.  But  if  the  advertising  campaign  is  to  be 
general,  it  will  have  to  be  addressed  to  consumers,  though  it 
may  be  planned  to  work  through  either  jobbers  or  retailers. 
The  chief  object  of  a  general  campaign  is  to  create  a  consumer 
demand,  and  thus  induce  jobbers  and  retailers  to  stock  the 
goods.  This  is  about  the  only  argument  jobbers  and  retailers 
will  now  listen  to.  When  buyers  begin  to  call  for  certain  goods 
the  retailers  begin  to  ask  jobbers  for  them,  and  jobbers  begin 
to  offer  them  through  their  selling  organizations. 

11.  Almost  all  food  products  are  thus  sold.  The  adver- 
tising is  directed  to  the  consumers,  and  the  distribution  jjre- 
cedes  the  advertising,  so  far  as  possible,  though  many  retailers 
will  not  stock  an  article  until  after  the  advertising  has  created 


§L>2  GENl'LRAL  CAiMi'AlGNS  7 

some  demand  for  it.  A  new  brand  of  coffee,  for  example,  is 
first  attractively  advertised,  some  distribution  being  arranged 
for  at  the  same  time.  Then  when  people  begin  to  inquire  for 
it,  another  careful  effort  is  made  to  complete  distribution;  but 
complete  distribution  is  not  secured  tmtil  the  demand  becomes 
very  general  and  insistent,  and  retailers  are  forced  to  buy  in 
response  to  repeated  calls. 

12.  Selling  Througli  Two  Clianiiels. — Some  products 
may  be  sold  to  retailers  and  through  jobbers  also.  This  is  often 
the  case  in  the  grocery  trade,  and  in  lines  that  are  handled  by 
general  and  country  stores.  A  jobbing  grocery  house  will  usually 
take  orders  for  anything  the  dealers  wish  to  buy.  A  grocery 
house  that  specializes  on  goods  of  its  own  make  or  packing  will 
usually  take  orders  for  all  the  goods  the  retailer  may  need  at 
the  time.  Francis  H.  Leggett  &  Co.,  while  specializing  on  its 
own  Premier  brands  of  foodstuffs,  will  take  orders  for  any 
other  makes  that  are  handled  in  the  open  market.  On  the 
other  hand,  Swift  &  Company  will  not  take  orders  for  meats 
packed  by  other  concerns,  nor  will  the  salesmen  of  H.  J.  Heinz 
take  orders  for  other  brands  of  pickles  and  relishes. 

13.  Advertiser  Should  Help  Jobber. — If  the  advertiser 
decides  to  sell  through  jobbers,  protecting  himself  by  trade- 
marking  his  product,  or  by  advertising,  it  is  policy  for  him  to 
do  all  he  can  to  help  the  jobber  create  a  market  and  handle 
his  goods  at  a  profit.  He  has  not  only  to  sell  his  goods  to  the 
jobber,  but  to  help  the  jobber  sell  to  the  retailers.  He  has  to 
create  a  consiimer  demand,  w^iatever  method  of  handling  his 
product  he  adopts,  and  unless  this  demand  is  very  pronounced 
the  jobber  will  make  little  special  effort  to  push  his  goods. 
Many  manufacturing  advertisers  aim  either  to  supply  directly 
the  retailer  and  consumer  demand,  or  see  that  it  is  supplied 
through  jobber  or  retailer.  They  find  it  not  economical  to 
trust  completely  either  jobber  or  retailer  to  respond  to  incipient 
demand.  They  make  it  a  part  of  their  advertising  campaign 
to  nurse  consumer  demand  with  great  care.  It  is  when  the 
jobber  is  put  in  this  relation  with  the  manufacturer  that  he  is 
more  likely  to  give  efficient  service.     The  old  custom  of  making 

I  L  T  I02C— 23 


8  MANAGEMENT  OF  §  22 

goods  and  turning  them  over  to  jobbers,  without  considering 
methods  of  attracting  consumers,  is  pretty  well  discredited. 
The  advertising  policy  follows  the  article  aU  the  wa\'  from  its 
production  to  the  hands  of  the  consumer,  and  beyond.  It  tries 
to  discover  the  use  made  of  the  product  by  the  consumer,  and 
to  show  him  how  to  get  the  most  out  of  it. 

14.  Bealing  Direct  AVith  Retailers. — There  are  many 
retailers  who  deal  with  jobbers  as  little  as  possible,  tr}dng  to 
buy  in  quantities  large  enough  to  warrant  manufacturers'  dealing 
direct  with  them.  More  and  more  lines  of  goods  are  packed 
and  handled  to  meet  this  desire  of  the  retailer,  and  many 
retailers  have  goods  made  to  suit  their  trade,  or  packed  in  dis- 
tinctive cartons  or  holders.  Goods  that  can  be  handled  in 
this  way  go  direct  to  the  retailers.  The  manufacturer  who 
sells  to  retailers  knows  where  his  goods  are  consumed,  and  finds 
it  easier  to  modify  his  customs  or  processes  to  suit  consumers' 
conditions.  His  salesmen  are  able  to  help  the  retailers,  and 
get  them  to  make  special  efforts  to  push  sales.  He  can  better 
maintain  retail  prices  if  his  salesmen  go  direct  to  the  retailers. 
But,  if  the  maker  goes  direct  to  the  retailers,  he  will  incur  the 
opposition  of  jobbers,  he  will  have  to  maintain  a  large  corps 
of  salesmen,  and  he  will  have  to  assimie  the  risks  of  extensive 
credits  and  the  expense  of  the  warehouse. 

15.  Tlie  Exclusive  Agency. — There  is  another  avenue 
for  selling  manufactured  goods — the  exclusive  agency.  It  is 
a  question  of  the  kind  of  goods  and  the  class  of  people  to  whom 
they  are  to  be  sold.  The  exclusive  agency  idea  is  not  so  much 
in  favor  as  it  once  was.  Holeproof  hosiery  was  once  sold  by 
exclusive  agents — one  store  in  a  town  or  city.  The  plan  did 
not  work.  People  would  not  go  for  socks  to  stores  they  were 
not  in  the  habit  of  visiting.  They  bought  the  socks  their  stores 
had.  It  is  dififerent  with  other  articles.  Men's  clothing  made 
by  advertising  manufacturers  is  sold  by  exclusive  agents. 
Pianos  and  other  musical  instruments,  typewriters,  cash  regis- 
ters, adding  machines,  men's  hats,  shirts,  shoes,  certain  fabrics, 
and  many  other  articles,  are  sold  by  exclusive  agents,  wholly 
or  in  part.     Articles  that  cost  enough  to  make  it  worth  while 


§  22  GENERAL  CAMPAIGNS  9 

for  the  buyer  to  hunt  up  exclusive  agents  may  be  thus  sold,  and 
are  so  sold.  Certain  specialties,  such  as  typewriters  and  cash 
registers,  require  expert  salesmen.  But  if  the  article  is  one  of 
common  use,  and  can  be  used  without  special  instruction,  it  is 
questionable  whether  the  exclusive  agency  idea  is  a  good  one. 
Many  other  articles,  like  Holeproof  hosiery,  that  began  in  the 
exclusive  field,  have  abandoned  it. 

It  is  to  be  noted  here  that  a  mistake  of  this  nature  is  often 
made  by  manufacturers  that  attempt  to  market  their  product 
direct  to  consumers  by  mail-order  methods.  Ostermoor 
mattresses  and  Ingersoll  watches  are  examples.  It  is  not  wise 
to  attempt  to  make  articles  of  common  use  difficult  to  get. 
All  makes  of  automobiles  could  not  well  be  sold  by  one  dealer, 
but  dollar  watches  can,  and  such  a  necessity  as  mattresses  can. 

16.     Modern     Manufacturer's      Selling     Conditions. 

A'lanufacturing  has  changed  radically.  Formerly  the  manu- 
facturer knew  that  end  of  the  business  only.  Now  the  success- 
ful manufacturer  must  be  a  salesman,  and  know  his  market. 
Manufacturing  is  secondary  to  selling.  The  selling  possibilities 
and  plans  must  be  understood  and  settled  before  a  factory  is 
built.  It  is  this  change  in  position  that  has  made  manufac- 
turing primarily  a  problem  in  advertising,  and  it  is  this  that 
makes  it  so  much  more  important  than  it  used  to  be  to  study 
very  thoroughly  these  channels  of  trade  before  deciding  the 
extent  and  character  of  any  advertising  campaign. 


PRICES 

17.  Price  Maintenance. — ^In  planning  a  general  adver- 
tising campaign,  it  is  important  that  the  net  return  on  the 
business  be  carefully  figured,  and  that  it  may  be  possible  to 
figure  it.  So  the  matter  of  price  maintenance  is  of  importance. 
Manufactiirers,  especially  of  patented  or  trade-marked  articles, 
wish  to  have  the  retail  price  they  fix  observed  by  retailers,  but 
some  retailers  wish  to  cut  prices.  On  this  question  there  has 
been  much  litigation,  to  determine  whether  manufacturers  or 
jobbers  have  a  right  to  insist  that  retail  prices  shall  not  be  cut. 
One  of  the  best  known  test  cases  involved  the  sale  of  books  at 


10  manac;i<:ment  OF  §--'2 

less  than  published  prices,  and  was  aimed  at  a  New  York 
department  store.  The  store  won,  and  the  decision  appears  to 
make  it  plain  that  a  retailer  has  a  right  to  sell  an  article  that  he 
owns  at  whatever  price  he  pleases  to  fix. 

18.  But  prices  of  many  articles  are  substantially  main- 
tained, notwithstanding  the  decisions  of  the  courts.  Manu- 
facturers have  many  w^ays  of  inducing  retailers  to  maintain 
fixed  prices.  They  resort  to  various  devices.  Manufacturers 
of  the  Victor  Talking  Machine  get  around  this  difficulty  by 
not  selling  their  machines  or  records,  but  by  licensing  them  on 
a  lump-sum  royalty  basis.  This  plan  has  been  contested,  but 
at  the  time  of  writing,  the  United  States  Circuit  Court  of 
Appeals  upholds  them  in  the  plan.  However,  many  adver- 
tisers have  come  to  the  conclusion  that  the  better  way  is  to 
show  the  retailer  how  to  keep  and  increase  his  trade  without 
cutting  prices.  Many  of  the  trade-marked  goods  are  sold  to 
retailers  at  prices  that  make  it  impossible  to  cut  retail  prices 
without  incurring  loss.  These  goods  rarely  yield  the  retailers 
moifc  than  a  very  small  margin  of  profit  above  selling  expense, 
and  they  are  ready  to  consider  any  sensible  plan  for  avoiding 
.cutting.  Some  department  stores  and  chain  stores  cut  every- 
thing they  handle,  or  profess  to;  but  the  truth  probably  is  that 
they  actually  cut  but  a  small  portion  of  the  articles  the}^  sell, 
and  more  than  make  up  that  loss  by  handling  goods  made  for 
or  by  themselves,  on  which  they  can  realize  all  the  profits 
usually  going  to  middlemen  as  well  as  the  usual  retailer's  profit. 

19.  Restricted  Selling. — Some  manufacturers  and  job- 
bers have  adopted  the  policy  of  not  selling  to  price-cutting 
stores,  such  as  chain  and  department  stores.  A  recent  decision 
sustained  the  Cream  of  Wheat  Company  in  such  a  refusal 
to  sell.  This  policy  is  of  some  advantage  to  the  retailers,  but 
not  very  much.  One  of  the  largest  of  the  manufacturing  and 
importing  grocery  supply  houses  will  not  sell  to  the  chain 
stores,  but  those  stores  are  not  thereby  embarrassed.  They 
prefer  to  sell  their  own  brands,  or  articles  they  can  buy  in  large 
quantities  that  have  no  distinguishing  brands.  And  it  is  to  be 
conceded  tliat  there  are  chains  of  stores  that  sell  nothing  but 


§22  GENERAL  CAMPAIGNS  11 

the  best  goods  obtainable,  and  realize  all  of  their  profits  from 
the  economies  they  are  able  to  etJect  in  buying,  organization, 
management,  and  the  reduced  general  overhead  expenses  they 
enjoy.  They  rely  on  service  for  their  publicity.  They  are 
scientifically  far  in  advance  of  the  ordinary  retailers.  While 
they  do  not  advertise  extensively  in  the  ordinary  way,  their 
whole  theory  is  based  on  the  fundamental  of  advertising  that 
the  buyer  must  be  satisfied  with  goods  and  service.  The  price- 
cutting  department  stores  have  not  established  so  enviable  a 
reputation.  They  use  price-cutting  as  a  bait  to  lure  buyers  into 
their  stores.  Their  overhead  expense  is  so  heavy  that  it  is  an 
economic  imi^ossibility  for  them  to  cut  prices  all  along  the  line. 
On  the  contrary,  they  must  get  a  higher  average  of  profit  than 
the  ordinary  retailer.  They  effect  this  partly  through  Jarge 
buying  at  low  prices,  by  handling  bankrupt  and  surplus  stocks, 
and  by  putting  high  prices  on  some  goods.  .  They  make  rapid 
turnovers,  take  all  time  discounts,  and  manage  in  many  ways 
that  are  not  available  to  the  ordinary  retailers  to  make  their 
net  profit  sufficient.  Their  great  advantage  is  their  cornpre- 
hensive  stocks.  Any  shopper  is  certain  to  see  some  things  he 
did  not  intend  to  buy  when  he  entered  the  store,  and  a  large  pro- 
portion of  lookers  do  buy  things  they  had  not  intended  to  buy. 


METHODS  OF  ADVERTISING 


APPLICATIONS    OF    DIFFERENT    METHODS 

20.  Choice  in  Methods  of  Adverti.sing. — What  method, 
or  methods,  of  advertising  shall  be  adopted  for  a  given  line  of 
goods  depends  on  the  goods  and  the  class  of  people  to  whom 
they  are  to  be  sold.  Other  considerations  affect  the  choice  of 
methods,  but  primarily  the  two  mentioned  should  control. 
All  of  the  facts  in  any  business  must  be  thought  of  when  methods 
are  discussed — the  location,  the  size,  the  amount  of  the  product, 
the  amount  of  the  capital,  the  amount  of  advertising  to  be  done, 
the  general  policy  of  the  management,  etc. 

21.  Many  methods  can  be  used  for  local  advertising  that 
are   not   available   for   general   adverti.sing,    and   methods   of 


12  MANAGEMENT  UF  §22 

general  advertising  may  be  effective  in  some  localities,  and  for 
some  goods,  which  cannot  be  considered  for  other  localities  or 
Other  goods.  As  in  every  other  step  in  the  work  of  shaping  an 
advertising  campaign,  everything  in  relation  to  the  particular 
problem  in  hand  that  is  different  or  distinctive  must  be  taken 
into  account  when  fixing  upon  methods  to  be  employed. 

22.  Available  Methods. — In  general,  the  methods  that 
are  available  to  general  advertisers  are:  Newspaper  and 
magazine  advertising,  and  the  use  of  trade  and  class  papers; 
direct  advertising,  which  includes  all  kinds  of  printed  matter 
that  is  delivered  to  specified  persons  direct  from  the  advertiser ; 
outdoor  advertising;  advertising  in  street  cars,  subways,  etc.; 
special  plans  to  interest  and  aid  retailers;  sampling,  demon- 
stration, novelties,  and  the  like. 

'  23.  Newspapers  have  not  been  so  extensively  used  for 
general  advertising  as  they  might  be  if  there  were  organization 
and  agreement  among  them.  It  is  now  a  great  problem  to 
arrange  a  national  campaign  in  newspapers.  Their  rates  are 
fixed  for  their  restricted  fields,  without  much  reference  to 
standards  of  value.  For  the  reason  that  newspapers  do  not 
have  national  circiilations,  they  are  more  available  for  local 
advertising.  General  advertisers  use  them  for  local  effect,  and 
in  some  cases  for  general  effect  also,  though  that  involves  very 
large  expenditure. 

24.  Magazines. — Magazines,  meaning  periodicals  pub- 
lished for  general  circulation,  whether  monthly,  weekly,  fort- 
nightly, or  quarterly,  are  used  for  general  advertising  because, 
at  least  theoretically,  their  circulation  is  general — diffused 
over  the  whole  country.  As  a  matter  of  fact,  no  magazine 
gives  a  strictly  national  circulation  to  the  advertising  it  pub- 
lishes. One  may  circulate  quite  thoroughly  in  the  East, 
another  in  the  West,  and  anotber  on  the  Pacific  Slo])c  and 
in  the  Far  West.  To  get  a  general  circulation  through  maga- 
zines, the  advertiser  must  make  a  careful  study  of  the  areas 
in  which  each  of  the  magazines  circulates  and  select  those 
whose  combined  circulations  give,  the  best  general  circulation. 


§  '2-2  GENERAL  CAMPAIGNS  13 

25.  Outdoor  Advertising. — Newspaper  and  periodical 
advertising  is  sent  broadcast  with  the  hope  that  some  of  the 
people  who  read  those  publications  may  also  read  the  adver- 
tising. Outdoor  advertising  consists  of  billboards,  electric 
signs,  and  the  like.  It  is  used  in  the  hope  that  people  traveling 
the  roads  and  streets  will  notice  and  read  it,  and  it  has  not  the 
competition  of  reading  matter  to  contend  with.  It  has,  how- 
ever, the  competition  of  whatever  other  things  there  are  on  the 
roads  and  streets  to  attract  attention,  and  the  competition  of 
the  necessity  of  travelers'  looking  after  their  own  safety  and 
guiding  their  steps  in  the  direction  they  wish  to  go.  Street-car 
and  subway  advertising  has  to  take  its  chance  for  attention 
from  people  who  are  hurrying  to  get  somewhere,  except  that 
when  they  are  seated  in  cars  there  is  little  to  prevent  their 
seeing  and  reading  the  advertising  cards. 

26.  Other  Forms  of  Advertising. — Direct  advertising,  by 
means  of  booklets,  mailing  cards,  etc.  sent  to  individuals,  has 
no  competition,  if  the  booklets,  etc.  are  good  enough  to  attract 
attention  at  all ;  however,  they  run  the  risk  of  being  summarily 
dropped  into  waste  baskets  unread.  Sampling,  demonstrations, 
novelties,  and  the  like,  have  the  merit  that  they  actually  get 
the  attention  of  people,  either  as  individuals  or  in  small  groups. 
They  are  usually  salesmanship  devices,  as  well  as  advertising. 
The  demonstrator  either  sells  goods,  or  they  are  for  sale  at 
the  place  he  operates.  Samples  are  for  the  purpose  of  giving 
prospective  consumers  an  opportunity  to  test  the  goods. 
Novelties  that  are  given  away  are  meant  to  lead  to  sales  through 
a  certain  sense  of  gratitude,  or  obligation,  the  recipient  is  sup- 
posed to  feel  toward  the  donor.  The  fault  with  many  novelties 
is  that  they  don't  suggest  the  article  offered  for  sale,  either  as 
to  form,  utility,  or  quality. 

DEMONSTRATION    AND    SAMPLING 

27.  Methods. — Demonstration  and  sampling  are  alike  in 
their  advertising  effect.  They  show  consumers  the  utility 
and  desirability  of  the  goods.  Some  products,  like  Kaffee  Hag, 
for  example,  need  certain  treatment  in  preparing  for  use,  and 


14  MANAGEMENT  OF  §  '22 

demonstrators  go  about  explaining  and  exhibiting  those  treat- 
ments. In  the  case  of  Kaflfee  Hag  the  flavor  is  brought  out  by 
a  special  method  of  brewing,  and  clever  women  are  sent  to  retail 
stores,  with  the  necessary  percolators,  where  they  make  the 
drink  and  serve  it  to  visitors.  They  explain  what  has  been  done 
to  the  coffee  bean  to  extract  from  it  the  caffein,  and  how  this 
process  changes  the  nature  of  the  coffee,  making  a  different 
process  of  brewing  desirable.  They  serve  tiny  draughts  of 
the  drink  in  lovely  cups — and  they  are  ready  to  fill  orders  for 
the  Kaffee  Hag,  to  be  credited  to  the  store.  These  demonstra- 
tions are  accompanied  by  skillfully  dressed  windows  and  store 
displays.  It  is  not  unusual  for  the  sales  during  'a  week  of 
demonstration  to  come  near  to  covering  the  expense,  and  the 
retailer  generally  stocks  the  material  and  pushes  its  sale. 

28.  Wliat  to  Sample. — Sampling  is  undertaken  for  things 
that  do  not  need  special  preparation  before  being  used.  Shred- 
ded Wheat  is  systematically  samj^led  at  intervals.  House- 
keepers receive  two  biscuits  in  a  miniature  package.  The 
Standard  Oil  Company  has  sampled  a  preparation  to  clean  and 
polish  woodwork,  using  neat  cans,  and  delivering  the  packages 
from  handsome  auto  trucks.  There  is  enough  of  the  material 
to  last  an  ordinary  family  several  months — until  other  prepara- 
tions have  been  used  up  and  their  containers  disposed  of — so 
that  the  strong  suggestion  is  to  buy  more  of  the  new  material. 
This  is  a  very  expensive  method  of  advertising,  bvit  an  effective 
one.  Samples  are  often  offered  in  advertisements,  but  there  is 
often  some  condition  attached  that  limits  the  effect,  such  as 
that  the  reader  shall  send  the  name  of  her  dealer,  or  that  she 
shall  fill  in  the  names  of  several  neighbors.  These  sample 
offers  with  a  string  on  them  are  not  so  effective  as  are  those 
that  give  something  without  a  suggestion  of  any  ser\dce  in 
return,  except  that  the  sample  be  tried. 

29.  Sampling  and  Selling. — Some  sampling  is  cleverly 
united  to  a  selling  plan,  which  makes  the  sampler  not  only  pay 
for  the  goods  he  tries,  but  also  causes  him  to  embark  on  a 
series  of  buyings  that  net  the  advertisers  large  sales.  A  break- 
fast food  manufacturer  conceived  a  development  scheme.     He 


§  22  GENERAL  CAMPAIGNS  15 

asked  mothers  to  enter  children  in  a  development  contest.  A 
chart  was  furnished  and  the  mother  was  required  to  send  the 
cover  of  a  package  of  the  goods  with  her  application.  She  had 
also  to  feed  her  child  on  the  food  for  3  months,  and  then  turn 
in  the  chart  showing  the  growth  of  the  child.  As  the  lure,  there 
was  a  prize  scheme  whereby  $500  was  to  be  divided  among 
twenty -five  contestants.  A  soap  manufacturer  asks  for 
30  cents  for  a  picture  for  the  nursery  wall,  with  a  box  of  talc 
powder.  Another  soap  maker  sends  a  man  with  a  suit  case 
fiill  of  silverware,  who  explains  to  the  housewife  that  he  will 

give  her  any  piece  she  wishes,  if .     Of  course  she  has  to 

buy  soap,  sell  it  to  her  neighbors,  and  collect  coupons.  But  the 
sight  of  the  shining  silver  hypnotizes  her.  A  maker  of  shaving 
soap  puts  a  post  card  in  every  package,  asking  for  addresses  to 
which  to  send  samples,  and  asking  the  buyer  to  fill  in  a 
blank  telling  what  he  thinks  of  the  soap,  thus  getting  testi- 
monials and  addresses  for  samples  at  the  same  time,  at  the 
expense  of  the  post  card.  A  perfumer  got  a  theater  manage- 
ment to  tie  a  sample  bottle  to  every  program  for  a  week.  All 
of  the  waiters  in  a  restaurant  gave  a  small  bottle  of  grape  juice 
to  every  person  when  ordering.  A  breakfast  food  manufac- 
ttirer  put  into  each  carton  of  his  old  product  a  sample  of  a  new 
product,  wTapped  in  oiled  paper. 

The  methods  of  sampling  are  very  numerous,  and  some  of 
them  are  very  ingenious.  What  must  be  guarded  against  is 
that  the  recipients  may  feel  that  too  much  is  asked  of  them,  or 
that  they  are  made  to  do  too  many  things.  A  sample  should 
usually  be  a  perfectly  free  gift,  accompanied  with  no  implication 
that  the  recipient  is  expected  to  do  anything  at  all  except  taste 
and  enjoy,  and  if  he  thinks  it  worth  while,  to  buy  later. 


LINKING  THE  ADVERTISING  WITH  THE  SELLERS 

30.  Selling  Methods  and  Advertising. — Methods  of 
selling  aside  from  those  indicated  as  the  usual  channels  of 
trade  have  to  be  considered  in  making  the  advertising  campaign. 
Some  goods  are  sold  wholly  through  the  advertising,  as  the 
goods  of  the  National  Cloak  and  Suit  Company,  who  have  no 


16  MANAGEMENT  OF  §  22 

agents  and  sell  nothing  to  retailers.  The  advertising,  supported 
by  a  very  definite  and  wise  j^olicy  of  service,  and  corresi^ondence 
arising  out  of  the  advertising,  is  relied  on  for  all  the  business  of 
the  great  concern.  It  is  a  mail-order  proposition,  and  one  of 
the  best  illustrations  of  what  can  be  done  by  advertising  that 
is  itself  right,  combined  with  a  wise  policy  of  sustaining  the 
advertising  by  the  entire  business  policy. 

Some  products  are  sold  by  a  special  class  of  agents,  as  the 
Larkin  products,  which  are  almost  all  sold  by  women  and  girls 
operating  in  the  immediate  neighborhood  of  their  homes.  The 
Saturday  Evening  Post  is  a  striking  example  of  what  this  method 
can  do,  as  since  it  originated  the  plan  of  selling  through  boys, 
and  having  subscriptions  renewed  by  personal  solicitation  by 
boys,  girls,  men,  and  women  acting  as  the  salaried  representa- 
tives of  the  publishers,  its  circulation  has  been  trebled  or 
quadrupled.  The  work  of  these  agents  is  constantly  followed 
by  a  complete  system  of  follow-up  in  the  office,  the  agents  are 
trained  for  the  work,  and  their  efforts  always  seconded  by  liberal 
advertising,  in  the  Post  and  the  other  Curtis  publications,  and 
in  newspapers  and  magazines  all  over  the  country.  Other 
goods  are  sold  by  other  special  methods. 

31.  Interesting    the    Dealers    and    Salesmen. — The 

advertising  campaign  must  itself  be  made  to  appeal  to  the 
retailers  who  are  to  be  interested,  to  the  salesmen  who  are  to 
handle  the  product,  and  to  the  directors  of  the  company  or 
the  owners  of  the  business.  It  must  be  made  to  fit  in  with  the 
plans  for  distribution — must  either  follow  or  force  distribution. 
It  must  fit  in  with  the  selling  plans- — be  a  part  of  them.  It  is 
better  to  have  the  advertising  department  either  frankly  under 
the  sales  manager  or  upon  a  very  explicit  basis  of  harmony 
with  his  department.  Advertising  is  a  part  of  selling;  nothing 
else.  It  is  better  to  have  this  fact  recognized  at  the  start,  and 
all  friction  with  the  selling  plans  and  forces  prevented.  The  sales 
manager  ought  to  be  an  enthusiastic  advertising  man,  and  the 
advertising  manager  ought  to  be  a  very  enthusiastic  salesman. 

32.  The  Traveling  Salesmen's  Place. — Much  of  the 
success  of  a  general  advertising  campaign  depends  on  the 


J^  21'  GENERAL  CAMPAlCiNS  17 

traveling  salesman.  The  efifect  of  the  best  advertising  will  in 
many  cases  be  lost  if  the  salesmen  who  canvass  the  jobber,  the 
retailer,  or  the  consumer  do  not  perform  their  work  skilfully. 
Some  large  advertisers,  realizing  the  im]3ortance  of  a  capable 
sales  force,  go  so  far  as  to  provide  a  training  school  for  sales- 
men and  to  prepare  courses  on  the  salesmanship  of  their  par- 
ticular wares. 

While  a  great  variety  of  articles  can  be  sold  by  mail  with- 
out the  assistance  of  a  personal  salesman,  there  are  just  as 
many  that  require  the  salesman's  demonstration  and  persua- 
sion in  order  to  enjoy  a  large  sale.  Some  insurance  policies, 
for  instance,  are  sold  merely  through  correspondence  between 
the  company  and  the  person  wishing  the  insurance,  but  a 
capable  agency  force  will  treble  or  quadruple  the  sales  of  the 
company's  policies.  While  the  employment  of  the  salesman 
increases  the  selling  cost,  the  capable  salesman,  in  addition 
to  rflaking  sales  to  a  much  larger  proportion  of  the  people 
attracted  by  the  advertising,  will  sell  to  many  that  have  not 
been  attracted,  and,  taking  his  work  as  a  whole,  he  is  a  profit 
rather  than  an  expense  to  the  advertiser. 

33.  Manager  Must  Prove  Advertising. — It  is  a  smart 
advertising  manager  who  can  convince  his  own  concern  of  the 
value  of  his  plan.  He  has  to  more  than  demonstrate  the  plan; 
he  often  has  to  demonstrate  advertising  itself.  But  it  is  of 
greater  relative  importance  that  the  salesmen  of  the  house  be 
convinced.  Salesmen  have  not  yet  come  to  the  conclusion 
that  their  art  can  be  learned.  They  believe  it  is  a  gift  from  the 
gods,  or  a  product  of  their  own  extreme  cleverness.  Not  many 
of  the  older  generation  of  salesmen  will  acknowledge  that  they 
are  materially  helped  by  advertising.  To  convince  them  of  it, 
and  to  get  them  to  work  with  the  advertising  plan,  is  one  of  the 
hardest  duties  of  the  advertising  manager,  and  in  fulfilling  it 
he  needs  the  active  and  hearty  cooperation  of  the  house.  Some 
of  the  biggest  and  best  of  the  advertising  managers  devote  more 
than  half  of  their  time  to  linking  the  advertising  to  the  selling. 
When  salesmen  realize  that  the  advertising  is  to  help  them,  not 
to  replace  them  nor  to  discredit  or  belittle  their  skill  and  abiHtv, 


18  MANAGEMENT  OF 


s  — 


they  always  become  hearty  advocates  of  it,  and  take  pleasure 
in  seconding  the  efforts  of  the  advertising  manager. 

34.  Interesting  Dealers  in  the  Plan. — Introducing  the 
general  advertising  plan  to  dealers  is  a  different  matter  from  the 
foregoing.  Dealers  are  looking  out  for  themselves.  Many  of 
them  are  suspicious  of  propositions  from  advertisers.  They 
have  been  "done"  many  times.  A  traveling  salesman  was 
asking  a  retail  grocer  if  he  would  allow  a  demonstrator  to  work 
in  his  store.  "How  many  cases  of  the  stuff  have  I  got  to  buy?" 
he  asked.  "Not  a  case.  Not  a  package.  We  do  not  ask  you 
to  do  a  thing  except  give  us  space.  Our  women  will  go  over  the 
whole  town,  telling  about  this  product,  besides  demonstrating 
in  your  store,  and  every  order  taken  will  be  turned  over  to  you. 
More  than  this,  our  solicitors  will  act  as  though  from  your 
store,  and  will  take  orders  for  anything  you  sell.  They  will 
talk  for  your  store  all  the  time."  This  is  the  spirit  of  the  more 
progressive  sampling  and  demonstration  campaigns.  This  is 
the  way  the  enlightened  manufacturers  are  presenting  their 
advertising  campaigns  to  dealers.  The  day  of  the  electrotyped 
advertisement,  with  a  mortise  in  it  just  large  enough  for  the 
dealer's  name,  if  set  in  small  type,  is  passing.  It  is  now  the 
policy  to  advertise  the  store,  and  let  the  special  product  take 
the  small  space.  It  is  the  policy  of  the  really  wise  advertisers 
to  help  the  retailer  frame  up  a  policy  for  his  store,  and  trust  to 
his  sense  of  fairness  to  have  the  special  product  included.  The 
general  advertiser  now  tries  to  impress  the  retailer  favorably 
with  his  advertising  by  helping  the  retailer  get  a  demand 
among  consiimers.  He  is  chary  of  offering  ready-made  cuts 
and  advertisements,  window  displays,  store  cards,  etc.  He 
offers  special  discounts  for  quantity  sales,  gives  handsome 
packages,  makes  his  cases  fit  the  limited  sales  of  the  small 
dealers,  puts  the  imprint  of  the  store  on  the  cartons,  makes  neat 
window  signs  in  which  the  store  looms  large  and  his  product 
small,  and  in  many  ways  tries  to  help  the  store,  rather  than  to 
wheedle  the  store  into  some  policy  of  helping  him  exclusively. 
Advertisers  must  learn  at  the  ver}'  start  that  dealers  are  fast 
learning  just  what  is  to  their  advantage. 


Cil-:KM':RAL  CAMl'AKiNS  lf> 


COOPERATING    WITH    THE    DEALERS 

35.  Service  to  Dealers.— To  get  the  cooperation  of 
retailers  is  half  of  the  battle  in  general  advertising,  and  in  the 
case  of  many  kinds  of  goods  it  is  much  more  than  half.  If  the 
local  dealers  are  not  friendly,  it  is  exceedingly  difficult  to  get 
specialties  into  the  retail  field.  It  is  not  hard  to  gain  the 
cooperation  of  retailers,  if  they  are  approached  in  the  right 
way,  but  the  ordinary  assumption  of  the  manufacturer  is  that 
he  must  in  some  way  secure  the  aid  of  the  retailer  and  at  the 
same  time  induce  him  to  pay  for  the  service.  This  selfish 
policy  has  bred  in  retailers  a  distrust  of  all  so-called  dealer  helps. 

One  manufacturer,  the  Printz-Biederman  Company,  of 
Cleveland,  who  makes  women's  ready-to-wear  garments,  took 
a  radically  opposite  course.  This  company  set  out  to  help 
concerns  handling  its  goods  to  improve  the  general  selling 
power  of  clerks,  by  producing  for  them  a  scientific  course  of 
instruction  to  be  given  by  mail.  The  course  consisted  of  ten 
lessons,  and  was  furnished  to  all  clerks  in  garment  departments 
without  cost  to  the  store  or  the  clerks.  It  did  not  deal  with  the 
Printz-Biederman  garments  especially,  but  with  all  garments. 
It  was  carefully  followed  up,  all  answers  to  the  questions  being 
marked,  and  special  letters  written  when  necessary.  At  the 
end  of  the  course,  diplomas  were  awarded.  This  was  a  decided 
success .  The  sales-people  of  the  stores  taking  the  course  became 
better  sellers.  Of  course,  the  product  of  the  Printz-Biederman 
Company  benefited,  perhaps  more  than  other  makes.  But  the 
essential  thing  for  the  retailers  was  that  the  benefit  was  funda- 
mental, and  applied  to  their  whole  business  in  made-up  gar- 
ments, and  that  there  was  no  obligation  on  them  to  buy  the 
garments  of  the  house  that  had  helped  them. 

36.  Efficient  Service  Forestalls  Competition. — Ser- 
vice of  the  character  described  is  of  great  advertising  value  to 
manufacturers  who  are  broad  enough  to  see  it.  It  is  one  of 
the  effective  methods  adopted  by  manufacturers  to  so  cultivate 
the  interests  of  the  retailers  as  to  make  it  less  easy  for  com- 
petitors to  come  into  the  identical  field  and  establish  competitive 


■20  MANAGEMENT  OF  §  22 

conditions  that  make  a  profit  for  anybody  almost  impossible. 
Without  making  it  too  obvious,  such  methods  help  the  retailers 
to  realize  that  there  is  more  profit  for  them  in  restricting  their 
lines  to  a  few  that,  while  they  adequately  supply  consumers, 
make  it  possible  to  turn  stock  easily  and  rapidly,  keeping  goods 
always  fresh  and  timely,  and  enabling  the  sales-people  to  become 
expert. 

37.  Referring  Inquiries  to  Dealers. — There  are  many 
other  ways  of  getting  the  interest  and  help  of  dealers.  The 
plan  of  securing  direct  letters  from  consumers  works  well  when 
the  inquiries  so  gained  are  referred  to  dealers.  This,  however, 
has  been  overworked,  and  worked  poorly.  It  must  be  very 
well  done.  There  are  so  many  letters  being  sent  to  consimiers, 
most  of  them  uninteresting,  in  substance  and  form,  that  it  is 
now  wise  to  go  very  carefully,  and  be  certain  that  tl|e  method 
is  planned  well  aod  executed  in  a  manner  to  attract  favorable 
attention.  Answers  to  consumers'  inquiries  should  have  the 
character  of  personal  letters.  It  is  of  doubtful  expediency  to 
send  printed  or  multigraphed  replies  unless  the  nature  of  the 
goods  lends  itself  well  to  such  letters,  and  the  vast  number  of 
replies  and  great  cost  preclude  personal  letters.  There  may 
be  forms  prepared,  that  can  be  amended  or  changed  by  a 
moment's  attention  of  an  experienced  correspondent,  and 
written  by  low-priced  typists.  The  reference  to  the  dealers 
may  be  by  the  use  of  forms,  filled  in  with  the  addresses. 

38.  Circularizing:  Dealers'  Customers. — Dealers  may 
sometimes  be  persuaded  to  furnish  mailing  lists,  but  this  is  a 
particular  matter.  The  retailer  does  not  like  to  give  cut  lists 
of  his  customers,  thinking  that  it  may  not  be  to  his  interests 
with  them.  But  it  is  well  to  consider  sending  direct  letters 
to  consimiers  through  the  retail  dealer,  taking  advantage  of  his 
intimate  touch  with  them  and  the  fact  that  a  letter  or  circular 
from  him  will  be  almost  certain  of  a  careful  reading. 

This  also  gives  an  added  opportunity  to  get  the  dealer 
personally  interested,  especially  if  the  plan  should  be  made  to 
include  something  of  direct  and  special  interest  to  the  store. 
The  letter  or  circular  might  be  made  to  appear  as  from  the  store 


i;  '2-2  GENERAL  CAMPAIGNS  21 

direct,  mentioning  some  new  goods  or  new  policy  of  the  store, 
and  bringing  in  the  manufacturer's  specialty  as  an  incident — 
as  a  by-the-way — after  the  mind  of  the  consimier  had  been 
opened  by  reference  to  the  new  brand  of  butter  or  the  new 
plan  for  delivering  goods. 

39.  Consignments. — Goods  are  often  sent  on  consign- 
ment, or  on  approval,  but  the  custom  as  a  policy  is  not  a  good 
one.  If  manufacturers  and  advertising  managers  know  about 
the  ordinary  retail  store,  they  know  that  goods  consigned  are 
not  given  much  attention.  They  are  likely  to  stay  unopened 
for  a  long  time,  and  if  they  are  finally  put  on  sale  they  are  put 
in  some  inconspicuous  place,  and  the  sales-people  do  not  grow 
very  enthusiastic  about  them.  "Oh,  that  was  sent  on  con- 
signment. I  don't  know  much  about  it.  Probably  you'.d 
better  take  the  same  you've  had.  You  know  all  about  that." 
They  say  something  like  this.  And  when  the  time  comes  to 
make  an  accounting  the  retailer  feels  as  though  an  additional 
burden  had  been  placed  upon  him  which  he  did  not  invite. 
Unless  there  is  some  real  inducement  offered  the  retailer  to 
handle  consigned  goods,  the  method  is  of  doubtful  utility.  The 
same  is  true  of  free  goods,  sometimes  sent  to  the  retailers  to 
get  them  interested.  It  is  better  to  place  the  matter  of  intro- 
duction of  new  lines  on  a  commercial  basis  at  the  start,  and  help 
the  retailer  to  sell  the  new  things  in  other  ways. 

40.  Seasonable  Advertising. — The  advertising  should 
be  planned  to  be  seasonable.  Even  if  the  goods  are  all-the-year 
goods,  it  is  ten  to  one  that  the  advertising  must  be  made 
seasonable.  It  is  important  to  advertise  in  the  West,  for 
example,  after  the  harvests  have  been  turned  into  cash,  and  in 
the  vSouth  after  the  cotton  has  been  sold.  Every  section  of  the 
country  has  some  most-favored  season  for  buying,  and  the 
advertising  must  be  timed  to  suggest  buying  at  about  the  time 
when  there  is  likely  to  be  free  money  to  pay  the  bills.  For 
some  kinds  of  goods  the  weeks  before  the  schools  close  for  the 
summer  vacation  is  the  time  to  advertise,  for  others  the  weeks 
before  Christmas,  and  for  others  special  periods  and  occasions. 


I'l'  MANAGEMENT  OF  §112 

41.  Salesmen  to  Take  Consumer  Orders. — Among  the 
methods  to  enlist  the  aid  of  the  retailer  is  the  expensive 
plan  of  sending  salesmen  to  take  orders  that  are  to  be  filled 
through  the  retailers  or  the  jobbers.  This  is  practicable  in  some 
cases,  but  there  are  so  many  things  to  be  considered  in  relation 
to  it  that  it  is  not  possible  to  do  more  here  than  suggest  that  it 
be  considered.  It  is  open  to  the  objection  mentioned  else- 
where, that  the  jobber  or  retailer  will  be  given  something  for 
which  he  is  not  asked  to  pay,  and  will  for  that  reason  not  be  so 
interested  as  if  he  had  to  meet  the  expense  and  the  move  was 
a  legitimate  selling  operation. 

42.  Advertising  Special  Selling  Agencies. — It  is  the 

custom  "of  some  advertisers  to  print  in  their  advertisements  a 
list  of  agencies  that  handle  the  goods.  If  the  advertised  article 
is  handled  exclusively  by  appointed  agents,  this  is  a  good  thing. 
If  it  is  in  the  general  trade,  it  is  impracticable.  The  makers  of 
Jones  sausage  devote  much  of  the  space  of  their  ad\^ertisements 
to  a  list  of  selling  agencies  printed  in  fine  type,  and  this  adver- 
tising has  been  exceptionally  successful.  We  arc  therefore 
bound  to  believe  that  the  idea  of  using  the  names  of  agents  in  it 
has  been  carefully  thought  out,  and  tested.  It  is  certain  that 
ever}'  advertisement  ought  to  give  a  definite  idea  of  where  and 
how  the  advertised  article  can  be  obtained.  It  is  ver\'  irri- 
tating to  be  left  in  the  dark,  as  it  is  especially  irritating  for  an 
interested  consumer  to  go  shopping  about  trying  to  find  an 
article  advertised  as  for  sale  "at  all  drug  stores"  or  "at  all 
dry-goods  stores,"  and  finally  to  have  to  go  disgustedly  home 
without  the  article.  This  happens  to  everybody,  not  once  but 
many  times,  and  operates  to  make  advertising  inefficient. 


SELECTING  AJ>\'ERTISIXG  MI':DIUMS 

43.  Counting  Possible  Buyers. — Before  taking  up  the 
question  of  advertising  mediums  it  is  necessary  to  discover,  as 
nearly  as  may  be,  how  many  people  there  are  in  the  countr\-  who 
might  be  interested  in  the  product,  and  where  they  are  living. 
There  are  three  questions  to  be  asked  and  answered:     How 


§  22  GENERAL  CAMPAIGNS  23 

many  people  can  use  the  product;  how  many  people  who  can 
use  it  can  afford  to  buy  it;  and  how  many  who  can  use  it  and 
can  afford  to  buy  it  live  where  they  can  be  reached  by  the 
advertising  and  the  product  ? 

44.  Analysis  Narrows  the  Field. — This  process  of  the 
analysis  of  the  problem  narrows  the  field,  and  sometimes  takes 
away  some  of  the  enthusiasm  of  the  manufacturer  and  adver- 
tiser. The  maker  of  a  new  article  is  too  prone  to  think  that 
because  he  sees  its  usefulness  every  one  else  will.  The  enthu- 
siastic advertiser,  too,  is  likely  to  believe  that  he  has  only 
to  write  catchy  advertisements  to  get  all  the  people  who  might 
use  the  article  to  buying  it.  No  product  can  justify  intensive 
advertising  in  all  regions  where  people  who  could  use  it  are  to 
be  found.  The  first  thing  to  do  is  to  reject  those  regions  which, 
for  one  reason  or  another,  seem  to  promise  to  be  unprofitable, 
and  narrow  the  initial  field  as  much  as  possible.  One  way  to 
do  this  is  to  dissect  census  figures  of  population. 

45.  Families  Accessible  to  Advertising. — There  may 
be  100,000,000  people  in  the  United  States.  If  the  article  to  be 
advertised  is  a  family  necessity,  the  potential  buyers  can  be  no 
more  than  the  niimber  of  families,  say  20,000,000.  Probably 
there  are  certain  races  that  must  be  eliminated,  as  the  colored 
race,  taking  out  2,000,000  families.  Perhaps  the  foreign- born 
families  would  have  to  be  deducted,  taking  out  possibly 
3,000,000  more  families.  Other  classes  might  have  to  be 
dropped.  When  this  analysis  of  bulk  population  is  finished,  it 
may  be  found  that  in  the  total  population  of  the  country  not  a 
fourth  are  good  advertising  prospects,  as  to  nativity  and  con- 
dition. Then  there  comes  up  the  question  of  the  location  of 
these  prospects,  and  whether  commercial  or  industrial  condi- 
tions make  it  necessary  to  eliminate  many  of  them.  Accessi- 
bility through  advertising  mediums  must  be  another  means  of 
cutting  out  more.  The  question  of  financial  ability  to  buy  has 
to  be  thought  of,  and  a  study  of  incomes  of  families  made.  Half 
of  the  males  in  the  country  over  16  were  a  few  years  ago  esti- 
mated to  be  earning  less  than  $626  a  year.  The  family  income 
might  be  more  than  this,  as  it  is  estimated  that  1.82  persons 

I  L  T  102C— 24 


24  MANAGEMENT  OF  §  22 

are  wage  earners  for  each  family.  But  it  was  also  figured 
that  seven-eighths  of  American  families  had  incomes  under 
$1,200,  while  of  the  men  working  barely  one-twelfth  were 
earning  as  much  as  $1,000. 

46.  Reckoning  all  these  things,  a  recent  computation  found 
that  not  more  than  4,600,000  families  having  incomes  equal 
to  $1,000  were  accessible  to  advertising — less  than  one-fourth 
of  the  families  in  the  country-.  This  includes  many  families 
that  would  have  to  be  deducted  from  the  total  that  could  be 
considered  for  any  specific  article.  It  is  not  to  be  thought  that 
this  exact  method  of  figuring  can  be  adopted  for  any  particular 
product.  It  merely  suggests  how  the  advertiser  must  ply  the 
pruning  knife  on  any  expectations  he  may  be  tempted  to 
indulge  in. 

47.  Conditions  an  Advertising  Manager  Must  Meet. 

Having  made  a  thorough  study  of  methods  in  relation  to  the 
goods  to  bcf  advertised,  the  advertising  manager  has  to  con- 
sider the  mediums  he  can  use.  He  is  limited  to  a  certain  sum  of 
money.  He  must  tr^^  to  cover  as  much  territory'  as  he  can  cover 
thoroughly,  and  no  more.  His  selection  of  mediums  is  to  be 
made  in  view  of  that  fact,  and  the  other  even  more  important 
consideration  of  the  mediums  reaching  the  class  of  people  who 
must  be  looked  to  for  the  consumer  demand.  This  is  a  difficult 
and  delicate  task.  The  manager  will  be  besieged  by  an  army 
of  advertising  solicitors,  most  of  whom  will  merely  insist  that 
their  mediums  be  "given  their  share,"  as  though  there  was 
some  law  assigning  to  every  publication  a  certain  percentage  of 
whatever  advertising  there  might  be  "going  out."  Some 
solicitors  will  be  very  helpful  to  the  manager,  and  they  will  be 
reasonable.  Some  of  them  will  even  admit  that  their  periodi- 
cals cannot  be  used  for  certain  advertisements. 

48.  The    Art    of    Clioosing    Advertising    Mediums. 

It  is  an  art  to  be  able  to  select  mediimis  for  a  general  adver- 
tising campaign.  There  are  no  set  rules  to  lay  down.  One 
good  judge  of  medivuns  merely  sat  do\Am  and  read  the  publi- 
cation presented  to  him  for  some  of  liis  advertising — read  it 


§  22  GENERAL  CAMPAIGNS  25 

from  cover  to  cover,  advertisements  as  well  as  text — -and  then 
decided  by  the  impression  made  on  him.  Rates  have  to  be 
studied,  and  this  is  a  baffling  matter.  The  advertising  manager 
can  be  greatly  helped  by  the  experience  of  a  good  agency  in 
this.  Rates  are  so  curiously  made  that  the  manager  who  can 
get  the  most  for  his  money  must  be  an  expert.  The  space 
must  be  studied  with  particular  reference  to  each  publication 
and  the  duration  of  the  contract.  It  will  be  found  that  in 
some  periodicals  the  time  must  be  extended  beyond  the  planned 
duration  in  order  to  get  a  rate  that  makes  the  average  low. 
In  others  the  space  must  be  adjusted  to  the  idiosyncracies  of 
the  rate  cards  in  order  to  reduce  the  average.  Rates  and 
conditions  are  so  eccentric  and  so  varied,  that  to  understand 
them  requires  all  of  the  brain  capacity  of  a  very  able  man. 

49.     Cliaracter  and  Standing  of  Publications. — As  a 

general  proposition,  advertising  mediums  should  be  selected 
because  of  their  character  and  standing  with  their  readers, 
rather  than  solely  on  the  basis  of  size  of  circulations.  And 
after  they  have  been  selected  the  publications  must  be  studied 
by  the  advertising  manager  to  determine  just  what  treatment 
should  be  given  to  each.  The  custom  of  making  electrotypes 
of  one  advertisement  and  distributing  them  to  all  mediums  is 
being  abandoned.  It  is  necessary  to  write  many  different 
advertisements  to  be  used  in  a  national  campaign.  It  is  a  good 
idea  for  the  advertising  manager  to  select  his  mediums  as  far 
in  advance  as  possible,  and  give  himself  time  to  study  them 
carefully.  He  may  know  all  about  the  magazines  he  proposes 
to  use,  in  a  general  way,  but  he  should  make  an  intensive  study 
of  them  with  the  idea  of  his  particular  advertising  in  mind.  He 
should  become  acquainted  with  as  many  of  the  editors  and 
business  staffs  as  possible,  and  through  his  agency  get  all  the 
information  about  them  he  can.  Nothing  about  them  is  of  little 
consequence  to  him.  Having  his  advertising  problem  well  in 
hand,  and  being  full  of  its  special  flavor  and  character,  he  needs 
to  supplement  this  with  the  same  sort  of  knowledge  of  adver- 
tising mediums. 


26  MANAGEMENT  OF  8  22 


MISCELLANEOUS  AD^^ERTISING  MATTERS 

50.  Advertising  Concerned  With  All  Features  of 
Business. — Among  the  matters  that  must  be  very  carefully 
thought  about  when  the  advertising  campaign  is  planned  are 
several  that  are  not  usually  considered  as  advertising,  but 
belonging  to  other  departments  of  the  business.  Advertising 
is  concerned  with  every  branch  of  the  business.  There  is 
nothing  done  in  a  retail  store  which  is  not  in  some  way  con- 
nected with  the  model  advertising  policy.  There  is  no  part  of 
manufacturing,  no  department  of  jobbing  or  wholesale  business, 
which  may  not  be  turned  to  advertising  advantage.  Some  of 
these  matters  will  now  be  mentioned. 


BUSINESS    LETTERS 

51.  Advertising  Value  of  Letters. — Advertising  letters 
are  fully  covered  in  another  Section.  Letters  that  make  good 
are  essential  to  the  success  of  any  advertising  campaign.  The 
art  of  letter-writing  is  one  of  the  essentials  of  the  good  adver- 
tising man,  as  a  keen  advertising  sense  is  essential  for  the  good 
corres])ondent.  The  fate  of  many  an  order  is  decided  by  the 
tone  and  phraseology  of  a  letter.  To  so  write  a  business  letter 
as  to  make  the  recipient  wish  for  the  goods  in  question  is  an  art 
that  requires  a  volume  to  treat  properly.  But  the  essentials 
are  not  so  numerous.  The  good  business  letter  must  be  clear 
in  its  statements,  explicit  as  to  terms  and  conditions,  full  of 
human-interest  appeal,  written  in  good  English,  properly 
punctuated,  not  too  long  nor  too  short,  neatly  typed  (or  printed 
if  circumstances  demand  a  form  letter),  signed  with  a  pen  by 
the  person  who  dictates  it  in  most  cases,  addressed,  if  jjossible, 
to  an  individual,  made  as  personal,  intimate,  friendly,  lucid, 
and  agreeable  as  possible.  The  day  of  the  cold,  formal, 
impersonal,  dictatorial  l3usiness  letter  is  past  in  the  offices  of 
progressive  business  men. 

52.  It  is  not  putting  it  too  strongly  to  say  that  in  many 
cases  the  correspondence  is  a  greater  factor  than  the  advertising. 


§  22  GENERAL  CAMPAIGNS  27 

If  the  advertising  manager  cannot  attend  to  this  department, 
there  should  be  a  chief  correspondent  who  is  as  able  in  his 
line  as  the  advertising  manager  is  in  his ;  and  where  the  work  is 
heavy  this  chief  correspondent  should  be  provided  with  com- 
petent assistants.  First-class  correspondents  are  not  easy  to 
find.  They  should  be  especially  trained  for  the  special  business 
they  are  to  handle,  by  a  course  of  experience  in  all  departments, 
from  the  factory  to  selHng,  and  especially  the  latter.  It  is  a 
great  mistake  for  an  advertising  manager  to  neglect  his  letter- 
writing  work,  or  to  imagine  that  it  can  be  attended  to  in  the 
last  half  hour  before  he  leaves  his  office  for  the  day.  His  chief 
assistant  should  be  his  correspondence  clerk.  A  letter,  or  even 
one  phrase  in  a  letter,  may  make  or  spoil  a  campaign.  The 
appearance  of  a  letter,  and  this  includes  the  stationery,  is  as 
important  as  the  appearance  of  a  salesman.  The  letter  is  a 
salesman,  but  without  the  chann  of  voice  and  manner.  Those 
qualities  of  personal  salesmanship  must  be  made  up  in  the  letter 
by  its  form,  its  wording,  and  its  general  printed  appearance. 

53.  Printed  Matter.— The  advertising  manager  should 
be  particular  about  the  printed  matter  he  uses,  especially  all 
that  is  intended  for  the  eyes  of  clients  and  possible  customers. 
In  fact,  there  is  nothing  in  the  line  of  printed  matter  that  does 
not  have  some  advertising  value,  and  that  should  not  be  care- 
fully written,  designed  and  printed.  Even  the  office  blarJcs, 
never  seen  by  customers,  are  helps.  They  are  constantly 
handled  by  employes,  and  it  is  profitable  to  advertise  the 
business  to  employes.  The  office  boy  who  has  to  use  well 
written  and  handsomely  printed  address  labels,  order  blanks, 
reports,  and  the  like,  gets  ideas  and  an  atmosphere  of  the 
business  that  will  help  much  to  make  him  a  better  salesman 
when  he  gets  to  that  stage  of  his  development.  Good  printed 
matter  raises  the  general  tone  of  an  office.  It  helps  to  sell 
the  product,  whatever  it  is.  There  is  a  large  field  here  for  the 
shrewd  advertising  manager.  Not  one-fourth  of  the  printed 
matter  sent  out  for  advertising  purposes  is  as  attractive  as  it 
might  be,  without  additional  cost.  The  advertising  manager 
should  get  in  touch  with  a  good  printing  expert,  and  study  the 


28  MANAGEMENT  OF  §  22 

matter  in  connection  with  every  campaign  he  makes.  It  is 
good  business,  and  will  help  to  produce  sales.  Probably  every 
new  campaign  should  have  its  own  special  and  distinctive 
stationery  to  help  drive  home  its  advertising  motive. 


THE    HUMAN-NATURE    ELEMENT 

54.  Consider  the  Buyer. — The  advertising  manager  who 
is  shaping  up  a  new  campaign  should  remember  the  man  on  the 
other  side  of  the  trade  table — the  buyer.  Buying  has  become 
as  much  of  a  science  as  have  selling  and  advertising.  The 
advertising  manager  will  realize  this,  if  he  thinks  of  his  own 
methods  of  buying  space  in  the  mediums  he  uses.  He  would 
not  think  of  merely  asking  rates  and  making  out  orders.  He 
makes  a  very  careful  study  of  the  commodity  offered  him,  and 
arrives  at  his  decisions  by  methods  totally  different  from  those 
employed  by  the  men  who  try  to  sell  him  the  space.  All  big 
stores  have  expert  buyers  who  are  very  competent,  and  who 
have  special  lines  of  operation,  often  not  at  all  related  to  the 
methods  of  the  salesmen.  Individual  buyers  are  beginning  to 
ignore  the  processes  of  sellers.  Housewives  begin  to  apply 
their  own  methods  to  their  purchases.  They  must  be  showTi 
that  an  advertised  product  fits  into  their  scheme  of  household 
economy  or  they  cannot  be  interested.  If  it  is  a  staple,  they 
must  be  shown  wherein  it  excels,  either  intrinsically  or  economi- 
cally.    It  must  be  better  or  it  must  be  less  in  price. 

55.  Habit  and  Suggestion. — Therefore,  it  is  of  great 
importance  that  the  so-called  himian-nature  element  be  very 
carefully  considered,  not  only  that  the  buyer  be  given  good 
reasons  for  responding  to  the  advertising,  but  that  the  little 
things  called  habits  be  taken^account  of.  People  are  bound  to 
follow  one  another,  like  sheep.  What  one  does  another  does. 
It  is  for  the  advertiser  to  get  the  habit  started.  Advertising 
mu£t_createJthejinpressiQn  that  the  goods  are  already  popular. 
"Everybody's  going  to  the  6ig  Store""is,  in  itself,  a  gross 
exaggeration,  but  it  suggests  to  those  who  see  it  that  there  is  a 
crowd  of  people  visiting  a  certain  store,  and  that  they  find  good 


§  22  GENERAL  CAMPAIGNS  29 

bargains  there.  Not  one  ]:)erson  in  a  thousand  among  those 
who  see  this  sign  thinks  about  it  at  all.  It  merely  plants  a  dim 
or  sharp  impulse  in  their  minds  to  do  what  "everybody"  is 
doing.  The  sales  manager  who  was  introducing  a  new  gtmi  gave 
a  dollar  box  to  dealers  on  condition  that  they  should  sell  it  in 
the  usual  way,  but  from  each  box  he  took  two  packages,  so  that 
it  would  appear  that  at  least  two  persons  had  already  bought. 
He  had  found  that  if  there  were  two  boxes  of  gum  on  a  counter, 
from  one  of  which  some  packages  had  been  sold,  the  impulse 
of  buvers  was  to  select  their  packages  from  the  box  from  which 
the  others  had  bought.  While  this  impulse  can  be  utilized  by 
the  advertiser,  it  sometimes  interferes  with  the  sale  of  other 
goods  of  the  same  class,  so  that  many  dealers,  knowing  this 
habit,  thwart  it  by  keeping  all  candies,  gum,  etc.  in  full  piles  or 
boxes,  replacing  every  sale  with  a  fresh  package.  The  subway 
stands  of  the  Union  News  Company  do  this  and  so  do  all  chain 
drug  stores  that  are  operated  by  systems  fixed  by  the  efficiency 
experts  at  central  offices.  Well-conducted  news  stands  follow 
the  same  method.  If  a  magazine  is  sold  off  a  pile,  another  is 
at  once  placed  on  it,  so  that  no  particular  magazine  will  appear 
to  be  selling  faster  than  any  other, 

56.  Jobbers  and  All  Sellers  Must  Be  Studied. — This 
study  of  human-nature  elements  in  the  selling  and  advertising 
problem  must  not  be  confined  to  the  possible  customers.  It 
must  take  in  the  jobbers,  the  wholesalers,  the  retailers,  the 
advertising-medium  managers,  and  all  people  who  have  any- 
thing to  do  with  the  matter,  including  the  employes  of  the 
manufacturing  company,  the  printers  who  turn  out  the  direct- 
advertising  matter,  the  mailing  companies  that  address  the 
envelopes  for  the  circulars — everybody  in  any  degree  connected 
with  any  concern  that  touches  the  product  or  any  of  its  adver- 
tising. The  jobbers  who  handle  the  product  must  especially 
be  cultivated,  as  they  are  an  element  handling  a  great  variety 
of  goods,  and  are  likely  to  look  on  it  as  so  much  merchandise 
that  they  keep  subject  to  the  orders  of  customers.  It  is  the 
business  of  the  advertising  manager  to  make  them  specialize  on 
his  goods,  or  there  will  be  a  stoppage  in  distribution  at  the  very 


30  MANAGEMENT  OF  §  22 

headwaters  of  the  stream.    It  can  be  done,  if  he  combines  special 
selUng  methods  with  plenty  of  personal  study  and  attention. 

57.  Inducements  Slioiild  Be  Offered. — Jobbers  are 
jobbers.  It  is  their  business  to  sell  goods,  but  not  to  sell  any 
special  lines  of  goods — unless  they  get  some  special  advantage. 
This  can  be  provided  for  through  getting  a  large  demand 
coming  from  the  consumers  to  the  jobbers.  But  that  does  not 
change  the  status  of  the  jobbers.  They  can  create  a  large 
demand  if  they  choose.  It  is  a  part,  and  a  very  important 
part,  of  the  business  of  the  advertising  and  sales  managers  to 
get  the  jobber  to  look  upon  their  goods  with  more  than  his 
usual  or  average  favor.  To  do  this  implies  that  he  must  have 
some  way  of  realizing  a  better  profit  than  on  his  other  lines. 
The  way  to  his  heart  is  through  his  pocketbook.  He  can  be 
offered  a  larger  commission  at  the  start,  or  he  can  be  offered  a 
progressively  larger  discount,  growing  larger  as  his  sales  increase. 
But  it  is  for  the  advertiser  to  establish  friendly  relations  with 
the  jobbers  and  study  them  as  individuals.  Then  he  will  be 
able  to  suggest  methods  for  interesting  them  in  the  goods,  and 
help  the  sales  manager  work  out  an  effective  plan. 

58.  Tlie  Unsuspected  Element. — When  all  of  these 
elements  that  have  been  mentioned,  and  many  more  that  cannot 
be  specified  here,  are  marshalled  in  the  mind  of  the  manager 
of  the  general  campaign,  he  may  feel  quite  competent  to  pro- 
ceed with  his  work  on  a  big  and  broad  scale.  But  there  is  still 
something  very  important  to  think  of — the  unexpected  in  all 
advertising.  It  is  certain  that  advertising  is  such  a  human 
matter  that  it  cannot  be  foretold.  It  must  be  studied  in  almost 
all  cases,  and  experimented  with.  A  campaign  that  has  been 
]jlanned  with  the  greatest  care  and  deliberation  may  be  wrecked 
by  some  small  matter  that  has  escaped  attention,  and  that 
could  not  by  any  possibility  have  been  reckoned  in  advance. 
It  is  therefore  better,  at  least  in  the  case  of  a  new  product,  to 
put  on  an  exi:)erimental  campaign  first. 

59.  Value  of  an  Exiierlmental  Campaign . — The  maker 
of  a  new  clock  made  all  his  plans  for  a  country -wide  campaign 


§  22  GENERAL  CAMPAIGNS  31 

and  finally  selected  a  small  area  in  New  England,  in  which  there 
were  two  or  three  second-class  cities,  some  mill  towns,  and  an 
area  of  farming  country,  and  tried  his  plans  there  for  6  months. 
He  was  surprised  to  discover  that  the  feature  of  his  clock  that 
he  thought  would  be  the  chief  advertising  point  of  interest  did 
not  attract  much  attention,  but  that  a  feature  he  had  thought 
of  little  importance  proved  to  be  really  his  best  selling  point. 
The  clock  was  different  in  principle  from  others,  and  this 
difference  affected  its  time-keeping  qualities.  This  did  not 
sell  the  clocks,  but  the  cases  did.  They  were  handsome  and 
unique,  and  the  advertisements  that  pictured  them  had  much 
more  effect  than  those  which  described  the  time-keeping  qual- 
ities of  the  clock.  This  manufacturer  changed  his  general 
advertising  plans  materially,  reserving  the  advertisements 
dealing  with  the  real  distinctive  feature  of  the  clock  for  the 
trade  and  technical  journals,  and  making  the  handsome  cases 
more  prominent  in  the  advertising  to  consumers.  If  he  had 
gone  ahead  on  his  first  plan,  the  new  clock  would  have  fallen 
flat  on  the  market,  and  it  would  have  taken  years  to  have  put  it 
where  it  was  put  in  6  months,  after  the  advertisements  had 
been  tried  in  the  small  campaign. 


THE    ADVERTISING    MANAGER    AND    HIS    EMPLOYERS 

60.  Convincing  the  Directors. — ^The  advertising  man- 
ager, first  of  all,  must  convince  the  board  of  directors  of  his 
company,  or  the  proprietor  of  the  business,  of  the  advisability 
of  the  campaign  he  recommends.  Probably  this  is  one  of  the 
hardest  jobs  he  will  ever  have.  Often  he  has  to  defend  and 
explain  the  basic  idea  of  advertising  to  the  directors.  There 
is  almost  always  at  least  one  man  on  the  board  who  sees  nothing 
but  the  figures  of  expense.  He  cannot  see  the  utility  of  spend- 
ing thousands  of  dollars  for  something  that  cannot  be  included 
in  an  inventory.  He  argues  around  in  a  circle,  that  if  the 
advertising  campaign  is  not  voted,  the  money  will  not  have  to 
be  paid  out,  and  the  concern  will  be  so  much  better  off.  He  pins 
the  advertising  manager  down  to  answer  specifically  questions 
to  which  there  is  no  answer  but  faith.     He  believes  in  putting 


32  MANAGEMENT  OF  §  '22 

the  product  on  the  market  in  the  time-honored  way  his  grand- 
father practiced  when  he  was  the  leading  ship  chandler  in  New 
Bedford,  or  the  miller  in  Poughkeepsie.  He  himself  has  never 
advertised  the  hardware  business  his  father  left  him,  and  he 
says  if  it  were  not  for  the  mail-order  houses  he  would  be  doing 
as  much  business  now  as  ever  his  father  did.  Several  of  the 
directors  secretly  sympathize  with  this  view.  They  do  not 
understand  advertising,  but  they  do  not  like  to  admit  it  in  the 
presence  of  the  keen  fellow  they  have  employed  as  advertising 
manager.  That  young  man  sets  forth  his  estimate  of  business 
that  will  result  from  the  plans  he  has  made,  and  tries  to  make 
the  men  of  the  board  understand  it  and  see  it  as  he  does. 

61.  Common  Delusions  to  Be  Met. — One  man  persists 
in  the  view  that  if  $100,000  spent  for  advertising  is  likely  to 
bring  a  business  that  will  show  a  profit  within  a  year,  it  would 
be  a  good  policy  to  spend  only  $50,000  and  be  content  for  the 
first  year  with  a  smaller  margin  of  profit,  or  even  with  none. 
He  cannot  see  that  the  whole  $100,000  is  needed  to  get  the 
stream  of  business  flowing  to  the  company,  and  that  it  is  the 
second  $50,000  that  enables  the  advertising  to  make  the  impres- 
sion. It  is  only  when  the  president,  perhaps,  puts  his  foot  down 
and  decides  that  the  campaign  shall  go  on  as  planned  that  the 
directors  are  cowed  into  agreement.  They  grumble  and  find 
fault  all  the  year,  and  when  the  wisdom  of  the  president  and 
advertising  manager  is  finally  proved,  by  the  reports  at  the  end 
of  the  year,  some  of  them  cling  still  to  the  delusion  that  at  least 
half  of  the  advertising  appropriation  might  have  been  saved.  If 
there  is  not  a  big  president,  who  can  see  the  advertising  argu- 
ment, it  is  sometimes  impossible  to  get  directors  to  approve  an 
advertising  appropriation  large  enough  to  try  out  the  propo- 
sition properly ;  and  then  there  results  one  of  the  total  or  partial 
failures  which  tend  to  discredit  advertising. 

62.  Profits   of   Plan   Must   Be   Demonstrated. — The 

shrewd  advertising  manager  will  recognize  the  importance  of 
satisfying  his  employers  in  regard  to  the  value  of  his  plan. 
He  will  know  that  advertising  in  its  present  form  is  such  a 
recent   i^rofession,   and   has   come   into   business  under  such 


§  22  GENERAL  CAMPAIGNS  33 

auspices,  that  it  has  not  yet  been  accepted  by  business  men  as  a 
profession,  much  less  as  a  science.  He  will  understand  that 
in  America  a  large  proportion  of  business  success  has  been 
won  rather  through  the  possession  and  application  of  "horse 
sense"  than  through  the  recognition  and  application  of  any 
kind  of  scientific  method.  Business  men  who  have  made 
successes  are  inclined  to  think  that  the  credit  is  due  them  as 
exceptionally  sharp  and  able  managers.  They  have  to  be 
shown  about  their  proposed  advertising  campaigns,  and  in 
terms  of  definite  profit. 

63.  Balance-sheet  Arguments. — The  advertising  man- 
ager must  therefore  assume  some  extremely  probable  and 
plausible  basis  for  his  argument,  and  build  on  it  a  structure  of 
demonstration  and  argiiment  that  has  no  weak  spots  and  is  all 
the  way  through  comprehensive  to  the  man  who  usually  argues 
from  data  supplied  by  his  balance  sheets.  It  is  possible  to  get 
a  hard-headed  business  man,  or  a  skeptical  board  of  directors, 
to  accept  one  hypothetical  suggestion  such  as  this:  If  proper 
information  about  goods  can  be  given  to  a  million  people  who 
need  them,  there  is  probable  cause  to  expect  that  a  certain 
proportion  of  them  will  buy ;  and  if  a  certain  quantity  of  goods 
can  be  sold,  at  an  added  expense  equal  to  the  advertising 
appropriation  asked  for,  there  will  be  a  certain  amount  of  net 
profit,  to  add  to  the  profits  that  have  been  made,  making  the 
total  net  profit  of  the  business  so  much  greater  than  it  has  been 
previously. 

64.  Basis  for  Arguments. — The  difficulty  is  to  get  the 
basis  for  the  argument  accepted.  It  must  be  reasonable  and 
plausible.  It  must  appeal  to  the  directors  as  in  the  nature  of 
a  new  field  for  their  product.  An  advertising  manager  said 
recently:  "I  am  not  able  to  interest  our  directors  in  the 
question  of  advertising,  directly.  They  cannot  see  that  it  is 
certain  to  develop  new  trade.  When  I  want  to  put  over  an 
advertising  campaign  I  go  at  it  as  though  there  was  another 
state  in  which  we  had  to  develop  a  trade  for  our  goods.  They 
are  always  ready  to  listen  to  plans  for  opening  up  new  territory, 
and  will  spend  any  amount  of  money  to  do  it.     I  try  to  get  them 


34  MANAGEMENT  OF  CAMPAIGNS  §  22 

thinking  in  that  way — that  here  is  a  territory  that  ought  to 
yield  us  so  many  hundreds  of  thousands  of  dollars  annually,  and 
I  find,  them  inclined  to  listen  and  discuss.  Then  it  is  strictly 
up  to  me,  and  I  put  up  a  carefully-worked-out  plan,  showing 
all  along  the  possible  increased  trade,  and  finally  I  wind  up  with 
a  statement  showing  how  so  much  more  business  will  affect 
the  net  annual  profits,  and  consequently  the  dividends  to  be 
paid,  and  the  inevitable  rise  in  the  selling  value  of  the  stock." 

65.  The  Manager's  Difficult  Problem. — If  advertising 
is  psychology,  as  some  contend,  it  is  proved  in  the  contact 
between  the  advertising  managers  and  the  managers  of  busi- 
nesses. The  manager  has  no  other  problem  so  difficult  for 
him  to  solve,  and  that  is  so  important,  as  the  problem  of  getting 
his  plans  accepted  by  his  employer. 


MANAGEMENT  OF  GENERAL 
CAMPAIGNS 

(PART  3) 


TYPICAL  CAMPAIGNS 

1.  It  is  to  be  understood  at  the  start  that  there  is  no  such 
thing  as  a  ready-made  advertising  campaign.  Conditions  are 
not  the  same  with  any  two  products,  manufacturers,  or  classes 
of  buyers.  No  article  should  be  advertised  in  two  campaigns 
in  the  same  way.  People  change;  times  change.  The  experi- 
ence gained  in  one  campaign  should  show  the  advertising  man- 
ager how  to  modify  and  change  his  plans  for  the  next  campaign. 
Therefore,  the  campaigns  outlined  here  are  to  be  taken  as 
strictly  typical.  They  show  what  has  been  done  by  the  adver- 
tisers quoted,  and  the  rates,  costs,  results,  etc.  mentioned  are 
strictly  correct.  If  the  advertising  manager  is  able  to  take 
this  fact  in,  he  may  use  these  campaigns  to  guide  him  in  shaping 
his  own  campaigns.  But  he  must  know  how  to  modify  and 
change  them. 

2.  With  one  exception  the  examples  of  campaigns  given  in 
this  Section  are  outlined  from  real  tried-out  campaigns,  but  of 
course  it  would  take  volumes  to  give  them  in  all  their  details. 

Leaving  out  some  details  and  compressing  the  campaign 
stories  into  the  necessary  space  necessitates  summarizing  and 
condensing,  and  even  the  introduction  of  some  elements  not 
included  in  the  original  campaigns.  The  effort  has  been  to 
retain  the  practical  helpful  character  of  the  plans  without 
cumbering  the  work  with  tedious  details. 

COPYRIGHTED    BY    INTERNATIONAL    TEXTBOOK    COMPANY.       ALL    RIGHTS    RESERVEO 

§22 


3G  MANAGEMENT  OF  8  22 


PRODUCER  TO  COXStTMER   CAMPAIGN  OF  WELLS 
FARGO  &  CO.   EXPRESS 

3.  Jumping  All  Middlemen. — In  the  Trade  Chart  on 
page  17  of  Part  1  there  is  a  straight  line  running  from  a  to  k, 
from  Manufacturer  to  Consumer,  representing  the  trade  route 
of  goods  that  are  sold  direct  by  the  manufacturer  to  the  con- 
svimer,  avoiding  the  jobber,  commission  man,  broker,  sales 
agent,  importer  or  exporter,  retailer,  mail-order  house,  or  any 
other  intermediate  step  or  steps,  that  might  add  cost  to  the 
article,  delay  its  transit  to  the  consumer,  or  subject  it  to  any 
of  the  risks  of  warehousing,  the  deterioration  of  time,  or  the 
profits  of  anybody  except  the  manufacturer  or  originator. 
This  is  possible  only  with  a  certain  class  of  product,  like  the 
product  of  the  land.  It  is  an  ideal  proposition.  There  are  so 
many  obstacles  in  the  way  of  practical  operation  that,  while 
it  is  the  favorite  subject  for  the  aspirations  of  altruists  and 
economists,  it  has  been  found  to  work  well  in  but  few  cases. 

4.  Self- Interest  Necessary. — It  has  been  found  that  a 
strong  self-interest  is  necessary  to  make  any  business  move  a 
success.  Cooperation  has  never  been  a  conspicuous  success 
in  America,  because  there  is  usually  no  one  financially  inter- 
ested in  making  those  projects  successful.  The  retail  grocer 
knows  that  his  own  living  depends  on  the  success  of  his  store. 
There  is  no  such  spur  behind  the  management  of  a  cooperative 
store.  Theoretically,  everybody  indorses  the  principle  of 
cooperation,  and  everybody  favors  plans  for  getting  domestic 
supplies  at  lower  prices — reducing  the  high  cost  of  living. 
Advertisers  have  often  studied  the  problem,  but  it  remained  for 
a  great  transportation  company — Wells  Fargo  &  Co.  Express — 
to  work  out  one  of  the  most  interesting  and  important  schemes 
for  supplying  household  supplies  direct  from  the  producers, 
eliminating  the  profits  and  delays  of  middlemen,  and  doing  it 
for  the  sole  purpose  of  increasing  its  transportation  business. 

5.  Making  New  Business. — After  the  express  companies 
had  had  their  rates  regulated  by  the  Interstate  Commerce 
Commission,  and  it  became  apparent  that  new  methods  for 


§  22  GENERAL  CAMPAIGNS  37 

originating  business  must  be  sought,  this  company  devised  a 
plan  for  supplying  farm  products  to  consumers,  using  direct 
advertising  methods  to  attract  buyers.  Expert  men  were  sent 
into  all  parts  of  the  country  to  arrange  with  producers  to  fill 
orders  for  their  goods  upon  the  order  of  the  express  company. 
This  was  the  study  of  the  producing  field — the  manufacturing 
field,  it  may  be  called. 

The  plan  was  simple.  Housekeepers  were  invited  to  order 
certain  goods  through  the  express  company.  After  making  a 
study  of  sources  of  supply,  the  company  began  to  issue  a  weekly 
sheet  of  quotations  for  butter,  eggs,  meats,  vegetables,  fruits, 
canned  goods,  and  many  other  things,  naming  prices  that  held 
good  for  a  week,  and  that  included  all  charges — ^correspondence, 
postage,  fee  for  the  money  order,  and  the  expressage  charge 
from  producer  to  consumer.  All  the  housekeeper  was  asked  to 
do  was  to  make  out  her  order  and  give  the  express  agent  a  check 
for  the  amount. 

6.  This  campaign  is  unique.  It  was  necessary  to  make  a 
careful  survey  of  the  producing  field,  and  get  positive  con- 
tracts with  growers  of  all  kinds  of  foods,  scattered  all  over  the 
country.  It  was  also  necessary  to  get  in  touch  with  consimiers, 
so  that  when  the  company  agreed  to  find  a  market  for  all  the 
butter  a  group  of  creameries  could  produce,  it  could  fulfil  its 
part  of  the  agreement.  But  to  get  housekeepers  to  use  this 
new  avenue  for  buying  supplies  was  a  greater  problem.  Women 
are,  as  a  rule,  unsystematic  buyers.  The  trend  of  retail  trade 
of  late  has  encouraged  them  to  order  in  small  quantities,  daily, 
from  their  local  grocers.  Not  many  modern  houses  are  built 
with  a  view  of  storing  foodstuffs. 

7.  Developing  the  Products. — The  plan  itself  is  simple, 
and  not  especially  new.  The  express  companies  have  always 
executed  buying  orders.  The  new  element  in  this  plan  is  the 
interest  the  company  takes  in  the  development  of  the  product. 
It  virtually  acts  as  the  selling  agent  for  the  farmers,  without 
pay.  It  does  more  than  this :  It  advises  and  shows  the  farmers. 
It  practically  educates  the  farmers  to  produce  the  special  goods 
it  knows  it  can  sell,  and  engineers  the  sales.     For  example,  the 


38  MANAGEMENT  OF  §  22 

company  was  instrumental  in  getting  the  famous  Rock}"  Ford 
canteloupe  into  the  eastern  market  from  Colorado.  Realizing 
that  an  earlier  crop  would  find  a  ready  sale,  it  went  into  Texas, 
Arizona,  and  California  to  induce  the  farmers  to  raise  the 
melons  to  be  marketed  before  the  Colorado  crop  matured.  It 
furnished  seed,  taught  the  farmers  how  to  plant  and  cultivate, 
and  how  to  grade  and  pack.  Its  experts  devised  a  plan  to  pro- 
tect the  plants  from  the  sand  storms,  etc.  When  the  crop  was 
ready  to  ship,  the  company  took  it  to  market  and  sold  it. 

8.  Producers  Fix  the  Prices. — A  real  difference  between 
this  plan  and  others  is  the  fact  that  the  producers' fix  their  own 
prices,  and  presumably  do  so  for  their  own  benefit.  They  are 
not  compelled  to  deliver  their  goods  to  commission  men  and 
take  whatever  those  men  see  fit  to  pay  them,  minus  whatever 
charges  for  spoilage  or  shortage  might  result  from  accidents  on 
the  way  or  rough  handling  by  the  railroad  employes,  or  any 
other  cause.  The  goods  are  delivered  by  the  producers  directly 
into  the  care  of  the  express  compan}^  fresh  from  the  ground, 
the  hennery,  the  orchard,  or  the  slaughter  house,  in  perfect  con- 
dition. The  express  company  has  a  different  interest  in  this 
traffic  than  it  has  in  ordinary  traffic,  and  a  special  effort  is  made 
to  fonvard  the  goods  speedily  and  carefully  to  their  destination, 
for  there  the  company  receives  its  only  compensation,  in  the 
form  of  transportation  charges,  for  all  of  its  energy  and  initiative 
in  promoting  the  business.  It  is  therefore  of  great  importance 
to  the  company  that  deliveries  be  made  in  good  time  and  in 
prime  condition. 

9.  Direct  Advertising-. — The  company  used  direct  adver- 
tising methods,  utilizing  its  own  organization  through  letters 
and  circulars  to  its  local  agents,  asking  them  to  get  in  touch 
with  dealers  and  the  patrons  of  the  company.  The  publicity 
given  to  the  plan  by  the  newspapers  was  very  useful  to  the 
company,  and  brought  thousands  of  inquiries  and  grders. 
The  newspapers  knew  that  anything  affecting  the  economy  of 
the  household  sui^ijlies  would  be  eagerly  read  by  their  con- 
stituents, and  they  printed  all  the  details  they  could  persuade 
the  officials  of  the  company  to  give  them. 


§  -'-'  GENERAL  CAMPAIGNS  39 

The  direct  advertising  campaign  was  carefully  planned  and 
skilfully  operated.  Several  attractive  booklets  were  issued. 
The  weekly  bulletins  were  carefully  prepared,  and  circulated 
through  local  agents  and  branch  offices,  and  in  response  to  mail 
requests.  Any  person  could  have  his  name  placed  on  the  mail- 
ing list  of  the  company  -and  receive  the  quotations  every  week. 
The  booklets  were  interestingly  written,  and  handsomely 
printed.  They  gave  much  valuable  information.  Take  thei 
one  on  California  food  products,  for  example.  It  gives  forty- 
six  items — combinations  of  fruits,  etc. — that  can  be  ordered  for 
specified  simis,  and  shipped  direct  from  the  growers  to  th&  con- 
sumers— from  a  dozen  oranges  to  as  many  units  of  canned, 
dried,  or  evaporated  fruits  and  berries  as  might  be  desired; 
and  the  oranges  are  picked  from  the  trees  when  fully  ripe,  and 
are  therefore  something  of  a  novelty  in  the  East. 

]  0.  Interesting-  the  Consumer. — A  leaflet  called  Fresh 
Farm  Products  for  Your  Table  gives  the  details  of  the  plan. 

"This  department  was  organized  to  assist  you  in  buying 
fresh  produce  direct  from  the  country  for  less  than  city  prices. 

"To  enable  the  farmer  or  producer  to  get  better  prices  for 
what  he  sells. 

"And  to  secure  additional  business  for  this  company. 

"We  find  people  in  the  country  who  have  fresh  produce  to 
sell,  and  arrange  to  receive  weekly  quotations  from  them. 

"Every  Monday  we  issue  a  bulletin  in  several  cities,  showing 
prices  of  seasonable  fresh  country  produce. 

"These  bulletins  show  cost  both  in  the  country  and  delivered 
to  you,  and  are  current  during  the  week. 

"We  send  this  bulletin  to  you  each  week  upon  request,  free 
of  charge. 

"Compare  prices  quoted  with  city  prices. 

"If  you  wish  to  order  direct  from  the  producers,  we  will  give 
you  their  addresses. 

"This  20th  century  marketing,  followed  consistently,  will 
reduce  the  cost  of  your  table  supplies.  Many  householders  are 
saving  from  15  to  20  per  cent,  by  its  use. 

"Send  a  trial  order." 

I  L  T  102C— 25 


40  MANAGEMENT  OF  §  l>2 

11.  IJuyins'  Clubs. — The  natural  development  of  this 
plan  resulted  in  the  formation  of  bu\ing  clubs,  where  several 
families  clubbed  together  and  bought  in  large  quantities.  In 
one  small  city  there  is  a  club  of  more  than  300  families.  A  com- 
bined order  is  given  the  express  agent  ever}^  week,  witli  a  check. 
One  of  the  members,  who  happens  to  have  a  spare  room  for  the 
purjJose,  receives  all  the  goods  and  deli\'ers  them  as  thc\-  are 
called  for.  In  a  big  office  building  in  a  city  there  is  a  bu\-ing 
club  of  700  members,  and  it  is  stated  that  each  member  saves 
from  $7  to  $10  a  month. 

The  express  company  encourages  the  forming  of  these  clubs, 
and  assists  in  doing  it  by  furnishing  its  booklets,  sending  a  man 
to  explain  the  plan  to  the  members,  and  advising  and  helping 
in  all  ways. 

12.  Giving  Valuable  Service. — All  of  the  work  of  the 
company  in  the  way  of  bringing  the  producers  and  the  con- 
sumers together — -sending  the  goods  over  the  air-line  route 
from  seller  to  buyer — is  advertising,  and  advertising  of  the  best 
and  most  productive  kind.  There  arc  field  agents  traveling 
about  all  the  time,  looking  for  quantities  of  produce  that  are 
not  moving  to  market  freely  or  economically,  and  arranging 
to  handle  them  through  the  new  plan.  It  is  doubtful  if  there 
can  be  found  an  instance  of  skilful  ad\-crtising  which  has  j^ro- 
duced  more  results,  and  produced  them  more  promptly,  than 
this  plan,  devised  frankly  to  produce  more  business  for  a  great 
transportation  agency.  The  manager  of  the  Food  Products 
Department,  as  this  branch  of  the  business  is  called,  relates 
many  facts  as  to  the  voliime  of  business  already  created  that 
are  calculated  to  make  the  ordinary  advertiser,  who  makes  use 
of  the  usual  mediums,  sigh  with  envy^  His  agents  have  shown 
many  producers  how  to  make  money  by  handling  their  crops. 
They  have  built  up  large  businesses  for  small  dealers.  They 
have  taken  big  yields  of  apples,  for  example,  that  the  growers 
were  about  to  sell  at  25  cents  a  barrel  for  cider-making,  and  sold 
them  for  a  net  of  $2.50  a  barrel,  and  at  the  same  time  made  it 
possible  for  city  dwellers  to  get  sound,  selected  apples  at  $1  a 
bushel — -less  than  one-half  of  the  ciuTcnt  retail  price.     They 


§22  GENRRAL  CAMPAICNS  41 

have  turned  great  crops  of  berries,  which  had  become  congested 
and  threatened  to  become  total  losses,  into  profit.  They  have 
made  it  possible  for  people  in  the  East  to  get  the  Pacific  Slope 
specialties  easily  and  economically.  They  have  made  a  mar- 
ket for  millions  of  dollars'  worth  of  produce,  at  low  prices  to 
the  consumers  and  good  profits  for  the  producers,  by  simply 
taking  the  orders  and  delivering  the  goods. 

13.  Simple  Advertising  Methods  Used. — This  is  an 
advertising  campaign  that  was  very  happily  conceived,  very 
skillfully  executed,  and  that  has  brought  wonderful  returns. 
The  details  that  may  be  given  about  the  ordinary  campaign 
cannot  be  given  about  this.  There  was  no  specific  appro- 
priation, there  were  no  mediums  selected,  there  was  no  con- 
sideration of  advertising  rates.  The  questions  of  agencies, 
number  of  insertions,  repeated  insertions,  etc.  did  not  have  to 
be  considered.  The  matter  of  copy  for  the  several  booklets 
was  a  simple  one,  but  it  was  skilfully  met.  The  chief  matter 
to  be  considered  was  the  vital  one  of  bringing  seller  and  buyer 
together  in  such  a  manner  as  to  promote  what  the  contract 
lawyers  call  "a  consenting  mind,"  an  agreement  of  minds,  upon 
which  all  business  rests.  This  was  greatly  helped  by  the  frank 
attitude  of  the  company,  that  its  object  was  to  secure  additional 
business.  It  made  it  plain  that  it  proposed  to  exact  no  fee  for 
acting  for  the  buyers,  and  no  commissions  for  acting  for  the 
sellers. 

14.  Hmnan  Interest  Basis. — ^A  careful  study  of  this 
campaign  shows  that  it  was  solidly  based  on  what  is  recognized 
as  the  human  interest  basis  of  all  advertising,  the  idea  of  doing 
for  the  potential  buyer  some  sort  of  real  service,  ofTering  him 
some  real  benefit,  to  come  to  him  through  response  to  the  adver- 
tising appeal.  If  there  is  not  this  element  in  advertising,  it  is 
sure  to  be  inefifective.  The  office  of  advertising  is  to  bring 
buyers  and  sellers  together.  It  may  be  through  newspaper  and 
magazine  advertising,  through  outdoor  and  street-car  advertis- 
ing, through  direct  advertising.  However  it  is  done,  it  is  the 
result  that  counts.  The  object  always  is  for  the  seller  to  get 
into  favorable  touch  with  the  buyer. 


42  MANAGEMENT  OF  §  22 

15.  Great  Business  Created.— The  results  of  this  cam- 
paign of  marketing  are  too  general  to  admit  of  estimate.  The 
express  company  has  secured  additional  transportation  business 
to  the  total  extent  of  many  thousands  of  carloads  of  produce, 
a  large  projDortion  of  which  it  hauls  long  distances — from  Cali- 
fornia, Oregon,  Arizona,  Texas,  the  Middle  West  and  the  South, 
to  the  East.  A  large  proportion  of  this  business  has  been 
specially  created  to  furnish  this  transportation  business.  Large 
regions  of  peach  growing  have  come  into  existence.  A  great 
region  in  California  has  become  immensely  profitable  to  its 
farmers,  a  great  lettuce  industry  has  sprung  up  in  Texas,  etc. 
The  produce  raised  in  the  older  sections  is  handled  more  easily 
and  profitably.  Crops  that  were  sacrificed  at  very  low  prices 
are  now  sold  at  market  rates.  A  large  region  in  the  Middle 
West  is  growing  rich  making  butter,  ever}'  pound  of  which  is 
marketed  through  this  company,  at  above  market  rates;  so 
that  the  farmers  get  more  for  their  cream,  and  know  that  every 
pint  they  can  produce  will  be  sold,  for  cash. 

16.  Benefits  for  the  Consumers. — The  benefits  to  con- 
sumers are  also  ver}^  great.  This  is  the  chief  point  of  interest 
in  this  plan.  Consumers  of  foodstuffs  get  their  supplies  direct 
from  the  producers,  and  in  many  instances  at  practically  whole- 
sale rates.  Butter,  for  example,  fresh  from  the  chums  of  the 
creameries,  is  delivered  into  the  houses  of  the  consumers  at 
prices  well  below  the  retail  rates.  So  of  eggs.  These  can  be  had 
from  big  poultry  farms,  and  guaranteed  to  be  not  over  24  hours 
old  when  shipped.  California  fruits  come  direct  from  the  trees 
to  the  consumers,  the  oranges  finding  their  way  to  the  breakfast 
tables  of  the  East  within  about  G  to  8  days  from  the  trees, 
in  quality  and  quantity  desired. 

17.  Tlie  Middlemen  Lose. — The  loss,  if  there  can  be  said 
to  be  a  truly  economic  loss,  brought  about  by  this  plan  of  mar- 
keting, falls  upon  the  middlemen — the  commission  dealers  in 
farm  produce,  the  jobbers  and  wholesalers.  But  the  sums  lost 
to  these  lines  of  business  are  converted  into  gains  by  the  pro- 
ducers and  consumers,  being  distributed  more  or  less  equitably 
to  the  farmers,  the  creameries,  etc.,  and  the  consumers.     That 


§  1*2  GENERAL  CAMPAIGNS  43 

there  is  even  this  loss  to  middlemen  may  well  be  doubted  if, 
indeed,  taking  a  large  view  of  the  matter,  the  middlemen  do 
not  largely  share  in  the  benefits  arising.  The  various  branches 
of  the  business  of  distribution  must  eventually  largely  gain 
through  the  elements  brought  into  the  business  by  this  method 
of  marketing. 

18.  The  Comniiinity  Gains. — These  gains  are  in  tne 
nature  of  actual  economic  gains  for  the  communities  at  both 
ends  of  the  trade  route — the  producer  community  and  the 
consumer  community.  The  producer  community's  gain  is  too 
evident  to  need  specific  mention.  The  regions  that  are  aided 
in  establishing  profitable  business  get  their  gain  in  actual  cash, 
and  get  the  amounts  of  cash  the  producers  themselves  specify 
as  desirable  and  adequate,  in  return  for  the  activities  they  have 
undertaken  at  the  instance  of  the  express  company.  The 
buying  community  profits  by  getting  sound  and  fresh  produce 
at  prices  generally  below  the  ruling  local  rates,  and  to  some 
desirable  extent  in  health  and  good  living. 

19.  Trade  Interests  Gain. — The  trade  interests  between 
the  producers  and  consumers — the  various  classes  of  middle- 
men and  the  retail  dealers — get  incidental  benefits  that  may, 
in  many  cases,  be  of  great  value  to  them.  The  plan  stimulates 
buying,  and  helps  in  the  formation  of  habits  that  actually  create 
new  demands.  If  people  begin  to  buy  California  fruits,  for 
example,  through  this  plan,  they  are  forming  a  habit  of  fruit 
eating  that  will  surely  lead  to  larger  sales  for  local  fruits,  handled 
by  the  commission  men  and  retailers.  The  trade  generally 
benefits  by  the  better  habits  of  grading  and  packing,  and  prompt 
shipment,  that  this  plan  is  helping  to  make  universal  in  business 
of  this  character. 

20.  Liberal  Policy  an  Advantage. — This  company  also 
confers  a  distinct  benefit  upon  trade  by  its  broad  and  generous 
policy  with  the  producers.  It  does  not  bind  any  producer  to 
ship  by  its  cars,  or  to  continue  for  any  definite  time  to  accept 
and  fill  orders  originating  through  it,  any  more  than  it  tries  to 
bind   consumers  to  order   through  any  of   its  agents.     Any 


44  MANAGEMENT  OF  §  22 

consumer  is  at  perfect  liberty  to  order  direct,  and  as  a  matter  of 
fact  the  company  encourages  him  to  do  so.  There  is  nothing 
to  restrain  producers  from  seeking  other  avenues  for  the  dis- 
tribution of  their  product,  and  probably  many  of  them  do  so. 
It  is  evident  that  there  must  be  a  constant  dropping  out  of 
the  plan,  by  both  producers  and  consumers,  and  a  resort  to  per- 
sonal initiative  with  a  consequent  steady  collateral  benefit  to 
trade  in  general. 

21.  Power  of  Advertising  Shown. — This  marketing 
campaign  illustrates  the  power  of  advertising  with  great  clear- 
ness and  force.  The  office  of  advertising  is  to  bring  buyer  and 
seller  together  upon  an  economical  basis  of  trade.  It  does  so 
in  this  case,  with  profit  to  both  parties,  and  to  the  advertiser, 
who  acts  strictly  as  the  connecting  link  between  producer  and 
consumer. 

CAMPAIGN  TO  INTRODUCE  A  NEW  CLOCK 

22.  Nature  of  the  Campaign. — The  campaign  just 
described  was  one  based  on  direct  benefit  to  seller  and  buyer, 
with  an  indirect,  or  collateral,  benefit  to  the  advertiser,  utilized 
through  indirect  advertising  methods.  This  next  campaign  is 
as  interesting  in  its  way,  though  more  strictly  an  advertising 
campaign.  It  shows  how  a  new  article  may  be  introduced 
into  a  field  pretty  well  supplied  alread}%  through  thorough 
study  of  all  the  conditions  and  a  skilful  appeal  to  people.  It 
is  an  advertising  campaign,  pure  and  simple,  related  to  show 
the  student  the  methods  used  by  careful  advertisers,  and  to 
show  the  sureness  of  the  advertising  methods  when  they  are 
used  with  wisdom  and  skill. 

23.  Financial  Arrangements. — One  John  Logan  had 
bought  the  patent  for  a  new  clock,  and  had  succeeded  in  raising 
the  necessary  capital  to  begin  the  business  of  making  and  selling 
the  clocks— $375,000,  one-third  paid  in  in  cash,  $125,000  in 
stock  paid  for  the  patents,  leaving  $125,000  treasury  stock  to 
sell  when  more  money  was  needed.  There  had  l)ccn  sjxMit  for 
S])ecial  machinery  and  organizati(jn  expenses  $  10,000,  and  Logan 
figured  that  before  he  was  ready  to  sell  clocks  llie  amount 


§  22  GENERAL  CAMPAIGNS  45 

spent  would  reach  $25,000.      This  left  $100,000  working  cash 
capital. 

24.  Distinctive  Points  of  tlie  Clock. — The  clock  was  a 
new  thing  in  the  market.  It  kept  accurate  time,  was  wound 
but  once  a  month,  and  had  novel  and  valuable  features.  The 
works  were  made  by  a  concern  that  speciaHzed  in  stamping 
sheet-brass  goods,  and  the  cases  were  made  by  a  cabinetmaking 
concern.  The  factory  was  for  assembling  and  finishing  the 
clocks,  for  designing  cases,  and  for  a  horological  laboratory. 
The  cases  were  plain  but  well  designed,  calculated  to  blend 
with  the  general  finish  and  furnishing  of  rooms  where  they 
would  be  placed — mahogany,  oak,  natural  woods,  brass,  cop- 
per, oxidized  metal,  gun  metal,  marble,  cement,  etc.  The 
clock  sold  for  all  prices  from  $2.50  up.  It  was  guaranteed  not 
to  vary  over  30  seconds  a  month  in  keeping  time.  This  was  to 
be  its  chief  selling  point.  On  it  all  the  hopes  for  business  were 
based.  It  had  been  tested  by  the  best  horologist  in  the  country 
for  a  year,  and  he  had  reported  that  it  had  not  varied  15  seconds 
during  the  whole  year.  This  was  the  patent — a  device  that 
made  it  self-regulating. 

25.  Salesman  Turned  Manager. — Logan  had  been  a  suc- 
cessful salesman  and  advertiser.  He  had  made  successes  of 
several  kinds  of  business,  and  was  confident  that  he  knew 
the  principles  upon  which  selling  rests,  and  would  be  able  to 
apply  his  skill  to  the  new  clock.  He  believed  that  the  use  of 
clocks  might  be  doubled,  trebled,  or  quadrupled — if  a  clock 
that  would  keep  accurate  time  and  at  the  same  time  be  a  deco- 
rative object  could  be  produced.  His  study  of  the  field  showed 
him  that  there  should  be  clocks  in  many  public  places,  in  all 
street  cars,  steam  cars,  staterooms  on  steamers,  all  rooms  in 
office  buildings,  all  hotel  rooms,  etc.  In  fact,  he  believed  that 
the  field  for  his  clock  was  almost  unlimited — 'if  he  could  develop 
the  right  quality  of  selling  power.  He  believed  that  advertising 
would  open  the  way  for  his  selling  plans,  and  he  therefore 
planned  carefully  to  have  the  best  possible  advertising  manager. 
He  set  apart  $50,000  for  the  initial  advertising  campaign.  It 
was  half  of  his  free  capital,  but  he  knew  that  it  would  not  do 


46  MANAGEMENT  OF  §  22 

to  be  timid  in  this  matter.  He  planned  to  spend  this  $50,000 
during  the  first  year  of  business,  and  the  bulk  of  it  during  the 
first  6  months.  He  estimated  that  he  would  sell  $500,000  worth 
of  clocks  the  first  year,  making  his  advertising  appropriation 
10  per  cent,  of  his  gross  sales.  He  planned  to  sell  $2,000,000 
worth  of  clocks  the  second  year,  and  not  less' than  $5,000,000 
annually  after  the  fifth  year.  After  the  second  year  he  planned 
to  make  his  advertising  appropriation  2  per  cent,  of  his  gross 
business;  but  he  meant  never  to  let  it  fall  below  $100,000  after 
the  first  year. 

26.  Fixing  Volume  of  Sales. — Logan  had  the  courage  of 
his  faith  in  salesmanship  and  advertising,  and  efficiency  methods. 
He  believed  that  sales  could  be  brought  up  to  a  total  fixed  in 
advance,  after  a  careful  estimate  of  the  field.  He  had  studied 
the  potential  need  of  his  clock  in  several  cities.  He  had  had 
an  expert  marketing  agent  at  work  for  a  year.  He  knew  how 
many  clocks  it  would  take  to  furnish  Boston  with  them,  accord- 
ing to  his  plan,  and  three  or  four  other  cities.  He  knew  what 
good  advertising  and  expert  salesmanship  can  do.  He  figured 
on  getting  something  like  25  per  cent,  of  the  possible  potential 
demand,  and  he  made  all  of  his  plans  on  that  basis.  He  reckoned 
this  volume  of  business  as  his  capital.  He  made  definite  plans 
to  produce  the  clocks,  to  sell  them,  and  to  use  the  money  their 
sale  would  bring  in.  He  planned  every  detail  of  manufacture 
and  cost.  He  knew  to  a  fraction  of  a  cent  what  they  would 
cost.  He  did  not  allow  for  any  increase.  He  expected  a  slight 
reduction.  He  instructed  his  superintendent  that  no  increase 
in  cost  would  be  tolerated,  but  that  a  decrease  would  be 
rewarded. 

27.  Working-  a  Sample  Section . — Logan  decided  to  work 
a  small  section  of  the  country  by  salesmen  the  first  three  months, 
to  advertise  this  section  intensively  in  the  newspapers,  and  at 
the  same  time  do  a  certain  amount  of  general  advertising  in 
nationally  circulating  mediums.  This  would  have  to  be  mail- 
order advertising  at  first,  to  be  turned  into  dealer  advertising 
when  distribution  had  been  secured.  He  wanted  to  begin  to 
inform  the  ])cople  at  large  about  his  clock,  and  pave  the  way 


§  22  GENERAL  CAMPAIGNS  47 

for  the  extension  of  his  selling  organization  and  campaign  with 
dealers.  He  decided  to  work  New  England  first,  for  several 
reasons.  It  was  a  small  territory,  easily  covered,  filled  with 
intelligent  people  inclined  to  be  conservative  in  spending  their 
money.  It  has  twenty-five  or  thirty  cities,  all  of  which  arc 
enter]3rising  and  wealthy.  He  wanted  his  salesmen  to  work 
against  odds,  to  harden  and  develop  them. 

28.  Organizing-  the  Territory. — ^The  New  England  ter- 
ritory was  divided  into  50  districts,  and  a  salesman  assigned  to 
each  district.  He  was  told  how  many  clocks  he  must  sell  dur- 
ing three  months,  and  was  promised  a  good  bonus  for  all  he 
sold  in  excess  of  his  quota.  The  general  sales  manager  was  put 
into  the  field  to  manage  this  preliminary  campaign,  and  he 
understood  that  his  future  depended  upon  the  record  made. 
He  was  given  all  the  facts  and  figures  turned  in  by  the  market- 
ing investigator,  and  all  the  information  Logan  had  collected. 
He  was  given  a  month  in  which  to  study  the  field  personally. 
Each  salesman  was  given  a  week  in  his  field  before  he  was  to 
try  to  sell  a  clock.  Each  man  was  also  given  a  list  of  people 
who  would  probably  buy,  to  give  him  a  good  start. 

29.  Drilling  the  Salesmen. — Before  these  salesmen  were 
sent  out  they  had  spent  a  month  in  the  factory,  and  in  a  daily 
school  of  salesmanship  which  Logan  him.sclf  had  conducted. 
They  had  been  shown  every  process  of  making  the  clock,  told 
the  actual  cost  of  every  step,  and  frankly  shown  what  the 
expected  profits  were.  Logan  worked  very  hard  to  get  them 
thoroughly  informed,  and  enthused  about  the  clock.  He 
talked  with  each  man  about  the  district  he  was  to  canvass, 
telling  him  in  detail  about  the  industries,  business,  character 
of  the  people,  their  thrift,  their  home  habits,  etc.  He  had 
several  New  England  men  come  in  and  talk  to  the  salesmen 
about  that  section  of  the  country.  He  sketched  its  history 
to  them,  and  impressed  them  with  the  opportunities  before 
them.  He  told  them  his  own  experiences  in  selling  and  adver- 
tising. He  tried  to  show  them  the  importance  of  working 
with  the  advertising.  He  went  carefully  into  all  the  current 
theories  about  salesmanship,  and  showed  them  how  to  qualify 


48  MANAGEMENT  OF  §  2'2 

themselves  for  their  work.  He  told  them  about  books  on  selling, 
and  about  business  periodicals.  He  studied  each  man,  and 
managed  to  establish  cordial  relations  with  them  all.  He  gave 
each  man  individual  treatment  calculated  to  develop  him  as  a 
salesman. 

30.  Poinding  the  Advertising  Manager. — For  an  adver- 
tising manager  Logan  selected  a  young  man  who  had  studied 
law,  been  admitted  to  the  bar,  and  opened  an  office.  During 
his  student  years  he  had  had  to  find  his  own  expenses,  and  had 
acted  as  advertising  manager  for  the  college  paper.  He  had 
met  Logan  when  Logan  was  manager  of  another  business,  and 
had  been  shaqj  enough  to  get  a  contract  out  of  him.  Logan 
admired  his  way  of  going  about  it,  and  after  he  had  bought  the 
clock  patents  he  went  to  the  young  man,  w^hom  we  will  call 
Jones,  and  offered  him  the  position,  guaranteeing  a  certain 
minimimi  income  for  five  years.  As  Jones  did  not  like  the  law, 
and  did  like  advertising,  he  finally  accepted,  and  took  up  the 
study  of  the  new  clock  wdth  earnest  enthusiasm.  Logan  put 
him  through  a  drastic  course  of  training,  covering  three  months. 

31.  Getting  Ready  for  the  Job. — Jones  worked  in  the 
factory,  in  the  drafting  room,  in  the  office.  He  studied  the 
clock,  from  the  growing  of  the  trees  that  furnished  the  lumber 
for  the  cases  to  the  science  of  horology.  He  spent  several  days 
in  the  Patent  Office  looking  up  clock  patents.  He  got  into  the 
Government  Observator>^  and  learned  how  time  was  computed 
and  distributed  all  ov^cr  the  country.  He  spent  a  month  in  New 
England.  He  talked  with  all  the  big  dealers  in  clocks  and 
watches  in  all  the  principal  cities. 

Jones  read  all  the  books  on  salesmanship  and  advertising  that 
Logan  assured  him  were  worth  while.  He  read  all  the 
periodicals  devoted  to  those  professions.  He  attended  all  the 
sessions  of  the  salesmanship  school  when  not  traveling.  Logan 
devoted  one  or  two  hours  each  day  talking  advertising  to  him, 
and  getting  him  filled  full  of  the  Logan  clock. 

32.  IJlocking  Out  the  Campaign. — Jones  made  a  study 
of  all  the  newspapers  in  New  England,  and  Logan  told  hir' 


«<  .)•> 


GENERAL  CAMPAIGNS  49 


their  histon-.     He  finall>'  blocked  out  a  campaign  which,  with 
the  booklets,  letters,  and  other  direct  advertising,  would  give 
New  England  three  months'  instruction  about'  the  Logan  clock 
and  use  up  $10,000  of  the  advertising  ai)propriation.     In  each 
city  he  selected  one  business  paper  and  one  paper  that  was 
strong  in  the  home.     In  the  large  towns  he  used  the  leading 
weekly,  and  he  used  several  weekly  editions  of  city  papers  that 
had  large  general  circulations.     He  wrote  or  adapted  copy  for 
each  paper,  to  appeal  to  its  peculiar  class  of  readers.     While 
he  adopted  a  style  for  his  advertisements,  he  varied  them  to 
make  them  attractive  in  the  paper  in  which  they  were  pub- 
lished.    If  a  paper  used  very  black  type,  like  the  Boston  Post, 
he  had  his  advertisement  set  rather  light  and  gave  it  much  white 
space.     In  the  Boston   Transcript,  on  the  other  hand,  he  set 
the  advertisement  very  solid  and  black,  using  a  series  of  Gothic 
type,  and  then  had  it  shaded  just  enough  to  get  the  O.  K.  of 
the  newspaper  advertising  manager.     For  the  country  papers 
he  designed  a  handsome  advertisement,  but  plainly  set  in  strong 
type,  surrounded  with  a  wide  white  space. 

33.  Getting  Newspaper  Cooperation.— Jones  made  use 
of  the  doubtful  "free  notice"  method  for  getting  publicity, 
but  he  made  all  of  the  little  articles  he  offered  the  newspapers 
interesting.  He  found  out  all  he  could  about  the  Willard  family 
of  clock  makers,  about  Seth  Thomas,  about  the  originators  of 
the  Waltham  Watch  Company,  and  other  historic  watch  or 
clock  makers  of  New  England.  This  line  of  study  made  it  pos- 
sible for  him  to  put  an  intimate  local  touch  into  some  of  his 
advertisements,  making  the  people  feel  almost  as  though  the 
Logan  Clock  Company  was  a  local  concern.  He  dug  out  a 
lot  of  interesting  stuff  about  some  of  the  old  church  clocks, 
in  the  towns  and  cities— stuff  that  had  for  generations  been 
available  to  the  local  newspapers,  but  had  been  neglected  by 
them.  He  made  catchy  little  articles,  with  almost  no  adver- 
tising suggestion  in  them.  He  would  write,  "The  president  of 
the  new  Logan  Clock  Company  discovered  an  interesting  fact 

about  the  town  clock  in  C ,"  etc.     Or,  "One  of  the  most 

popular  styles  of  the  new  Logan  clock  is  a  faithful  copy  of  one 


50  MANAGEMENT  OF  §  22 

of  the  most  celebrated  clocks  made  by  Simon  Willard,  whose 

little  shop  used  to  stand  near ."     Or,  "It  is  related  of  the 

Willard  brothers,  who  made  those  handsome  old  clocks  that 

kept  such  good  time  for  our  great-grandfathers,  that ,"  etc. 

Or  he  would  find  out  what  persons  in  a  city  made  a  specialty 
of  collecting  old  clocks,  and  write  a  good  story  about  them, 
getting  in  a  mention  of  the  Logan  clock  to  show  the  advance 
made  in  the  art  of  clock  making. 

The  papers  would  usually  publish  these  articles,  and  they 
were  about  the  best  possible  advertising  for  the  Logan  clock. 

34.  Studying-  the  Field . — -This  advertising  manager  spent 
much  time  in  the  field  while  this  trial  campaign  was  going  on. 
He  wanted  to  note  how  the  advertising  affected  the  readers 
of  the  newspapers.  He  visited  the  local  and  editorial  rooms 
of  the  newspapers,  and  chummed  with  the  advertising  forces. 
He  got  the  professional  reaction  from  his  advertising  in  this 
way.  He  haunted  the  jewelry  stores  where  the  clock  was  on 
sale,  and  he  spent  many  evenings  at  country  hotels  with  the 
salesmen,  going  over  their  experiences,  and  trying  to  help  them 
with  suggestion  and  good  cheer.  He  got  to  know  the  field,  and 
the  impression  his  advertising  was  making.  He  demonstrated 
the  clock  every\\diere.  Wherever  he  spent  the  night  he  got  a 
handsome  clock  into  some  conspicuous  position  in  the  hotel 
lobby.  He  had  store  window  cards  made  with  a  handsome 
three-color  picture  of  the  clock  with  just  this  on  them :  "Come 
in  and  see  it!"  He  had  a  small  booklet  made,  giving  a  sketchy 
history  of  clocks,  a  page  about  the  importance  of  knowing  the 
time  accurately,  including  two  pages  describing  the  Logan  clock, 
with  a  good  picture  of  it  as  it  sat  on  the  mantel,  also  a  detailed 
drawing  of  the  works.  These  booklets  bore  the  imprint  of  the 
local  dealer,  and  were  given  to  any  one  who  asked  questions, 
left  at  the  hotels,  and  handed  out  by  the  dealers. 

35.  Finding  New  Methods. — This  resourceful  adver- 
tising manager  discovered  in  nearly  every  town  some  new 
method  to  advertise  the  clock  and  to  attract  the  attention  of  the 
jiublic.  The  salesmen  began  to  report  sales,  and  more  sales. 
Before  the  campaign  was  half  over  it  became  evident  that  the 


§  22  GENERAL  CAMPAIGNS  51 

quota  of  sales  assigned  to  the  selling  staflf  in  New  England  would 
be  exceeded.  When  this  was  made  very  plain,  after  nearly 
two  months'  work,  Logan  called  Jones  out  of  the  field,  and  bade 
him  prepare  for  a  similar  campaign  in  a  larger  field,  the  Middle 
West,  and  told  him  that  he  was  to  spend  twice  as  much  money 
as  was  spent  in  New  England,  and  make  a  campaign  that  might 
extend  over  a  year — six  months  at  all  events ;  and  there  were  to 
be  100  salesmen  put  in  the  field,  after  a  month  had  been  spent 
choosing  dealers  to  handle  the  clock.  A  different  policy,  how- 
ever, was  to  be  pursued.  All  orders  taken  by  the  salesmen 
were  to  be  turned  in  to  the  retailers,  who  were  to  get  a  small 
commission,  to  get  them  started  in  the  big  dealer  campaign 
Logan  had  in  view. 

36.  Getting  the  Right  Start. — The  Logan  clock  had 
been  started  on  its  career  of  success.  It  had  all  the  elements 
necessary  for  an  advertising  success.  It  was  a  good  article, 
there  was  a  field  for  it,  and  it  was  pushed  wisely  and  vigorously. 
The  advertising  was  directed  to  the  people  who  were  to  buy 
the  clock.  The  salesmen  worked  to  bring  to  the  people  an 
article  they  had  learned  was  useful  and  economical.  The 
advertising  had  been  shrewdly  sold*  to  the  selling  force.  The 
sales  manager  and  the  advertising  manager  worked  in  perfect 
harmony. 

SCOTT  PAPER  COMPANY  CAMPAIGN 

37.  Modern  Marketing  Methods. — During  the  past  ten 
or  more  years  there  has  been  going  on  a  great  transformation 
in  manufacturing.  The  era  when  the  market  was  taken  for 
granted,  or  left  to  chance,  is  rapidly  passing,  and  in  many 
manufacturing  enterj^rises  the  marketing  problem  is  being 
studied  very  carefully,  not  only  to  secure  easy  and  natural  dis- 
tribution of  goods,  but  to  stabilize  the  market,  and  secure  for 

*In  the  advertisement  and  selling  business  in  recent  years,  the  word 
sell  has  come  to  be  used  in  a  technical  sense  meaning  to  impress  favorably, 
by  argument  or  demonstratiofi,  so  that  a  desired  action  is  taken.  For 
example,  it  is  said  "The  advertising  manager's  most  difficult  task  is  to 
sell  his  plan  to  his  board  of  directors";  or  "The  plan  must  be  sold  to  the 
dealers,"  meaning  that  the  board  of  directors  or  the  dealers  are  to  be 
iaduo^'d  to  a.-n.^rr>\rp  of  oM/i  adopt  certain  plans. 


r,L»  MANAGEMENT  OF  §  22 

the  manufacturers  the  value  given  a  business  by  identified  goods, 
or  trade-marked  j^roducts,  and  a  market  more  closely  controlled 
by  themselves. 

38.  Manulactvirers  Belonged  to  the  Jobbers. — Until 
about  5  years  ago  the  Scott  Paper  Company  had  been  making 
toilet  paper  for  jobbers  and  putting  on  it  whatever  brand  was 
desired.  The  company  was  not  identified  with  its  product. 
It  was,  as  another  manufacturer  had  expressed  it,  "owned  by 
the  jobbers  that  handled  its  product."  It  did  not  know,  from 
year  to  year,  what  its  product  might  be,  where  it  would  be  sold, 
or  what  its  volimie  would  be.  The  consumers  knew  nothing 
about  the  Scott  Paper  Company.  If  a  jobber  who  had  been 
having  his  special  brand  of  toilet  paper  made  by  the  Scott  Com- 
pany found  that  he  could  save  a  few  cents  on  a  thousand  pack- 
ages by  having  it  made  at  another  mill,  he  could  change,  and 
whatever  good-will  the  Scott  Company  had  earned  was  lost 
to  it.  The  entire  output  of  the  Scott  mills  was  sold  on  price 
and  quality,  and  it  was  the  dealers,  instead  of  the  consimiers, 
who  were  able  to  trace  the  quality  and  the  price  to  the  company. 

39.  Changing  the  Business  Policy. — Because  of  this 
policy,  or  lack  of  a  policy,  the  company  could  neither  standardize 
its  goods,  its  selling  and  manufacturing  policies,  nor  its  profits. 
Its  business  was,  as  the  saying  is,  "all  up  in  the  air."  Its 
selling  force  had  nothing  to  work  on  but  price  and  alleged 
quality,  and  as  it  was  not  their  customers  who  proved  the 
quality,  it  Was  not  a  very  vital  factor.  This  condition  finally 
led  the  executives  of  the  company  to  determine  upon  a  dif- 
ferent policy,  and  the  foundation  of  the  new  policy  was  to  be 
a  plan  for  marketing  that  should  identify  the  product  with  the 
company,  appeal  to  consumers  to  judge  the  quality,  and  fix 
prices  to  assure  a  known  and  stable  scale  of  profits. 

40.  Analyzing  the  Market. — The  first  step  was  to 
analyze  the  market  for  the  purpose  of  discovering  how  many 
grades  and  varieties  of  toilet  papers  were  demanded  to  supply 
100  per  cent,  of  the  trade,  and  what  prices  must  be  fixed  to 
attract  a  large  proportion  of  the  trade.     This  work  was  not  so 


§  22  GENERAL  C/VMPAIGNS  53 

great  for  this  coinpan}'  as  it  would  have  been  for  a  company 
entering  the  business,  as  its  records  of  sales,  together  with  the 
experience  and  judgment  of  its  selling  staff,  furnished  about  all 
the  necessary  data.  So  a  careful  analysis  of  the  figures  by  the 
accounting  department  and  the  sales  manager,  with  thorough 
reports  from  all  traveling  salesmen,  and  several  convention 
meetings  of  all  the  executives,  salesmen,  sales  manager,  and 
advertising  men,  to  which  an  advertising  agent  of  wide  experi- 
ence in  this  field  was  invited,  settled  the  matter. 

41.  Adapting-  tlie  Goods. — It  was  found  that  three 
brands  of  toilet  paper  would,  theoretically,  supply  100  per 
cent,  of  the  demand  for  those  goods — one  5-cent  and  two 
10-cent  rolls.  The  5-cent  roll  was  called  The  Waldorf,  the 
10-cent  rolls  were  ScotTissue  and  SaniTissue,  the  latter  being 
made  by  some  process  that  gave  it  a  sanitary  value.  The 
whole  business  was  wrenched  away  from  the  old  policy  of  selling 
on  price  and  quality  alone,  and  was  placed  squarely  upon  the 
trade-mark  basis.  The  goods  were  still  to  be  sold  on  quality, 
but  chiefly  on  name  and  the  reputation  of  the  Scott  Company. 
In  some  way,  the  buying  public  was  to  be  educated  to  accept 
the  name  of  the  product  and  of  the  company  as  a  sufficient 
guaranty  of  quality  and  price.  The  new  line  was  the  highest- 
priced  line  of  toilet  papers  on  the  market,  and  there  was  no 
reason  why  retail  dealers  should  stock  them  and  try  to  influence 
consumers  to  buy  them.  That  was  the  problem  the  company 
had  to  face,  and  solve. 

42.  Obstacles  to  Be  Overcome. — The  first  thing  the 
company  met,  in  the  way  of  an  obstacle,  was  the  hostility  of 
the  jobbers  who  had  been  handling  its  product.  The  margin 
of  profit  for  the  jobber  had  been  reduced,  because  the  com- 
pany was  to  use  the  money  to  create  a  consumer  demand.  The 
next  obstructive  element  was  the  retail  dealer,  whose  margin 
of  profit  had  also  been  reduced  while  the  selling  price  to  the 
consumer  had  been  advanced.  These  conditions  made  it  neces- 
sary to  do  two  things — to  adopt  an  advertising  policy  that 
would  create  a  consimier  demand  which  would  ultimately 
force  both  jobbers  and  retailers  to  handle  the  goods  and  that 


54  MANAGEMENT  OF  §22 

k 

would  assure  them  adequate  profits  by  reason  of  greater  volume 
of  trade,  and  to  educate  the  salesmen  to  operate  upon  the  theory 
that  the  advertising  wpidd  create  this  consumer  demand  which 
would  in  a  short  time  compensate  dealers  for  the  reduced 
margins  of  profits  for  them. 

43.  Getting  Salesmen  to  Cooperate. — To  get  the  intel- 
ligent cooperation  of  the  salesmen,  conventions  were  held,  at 
which  ever}'  effort  was  made  to  sell  the  new  policy  to  the  sales- 
men. It  was  carefully  explained  to  them,  and  special  pains 
was  taken  to  show  them  that  the  new  policy  would  ultimately 
make  their  selling  work  much  easier,  and  also  that  it  would 
make  the  gross  profits  of  the  dealers  much  greater,  as  well  as 
relieve  the  dealers  of  most  of  their  work  in  selling.  Adver- 
tising experts  were  brought  to  talk  to  the  salesmen,  efficiency 
experts  came  to  explain  how  their  work  might  be  lessened, 
marketing  experts  told  them  of  the  newer  theories  about  the 
distribution  of  goods  of  universal  need,  and  members  of  the 
company  figured  for  them  what  they  could  do  in  the  way  of 
increased  business  and  income  if  they  helped  loyally  in  putting 
the  new  regiiTie  into  working  order. 

44.  Getting  Dealers  to  Cooperate. — To  get  the  cooper- 
ation of  the  dealers,  a  house  organ  was  started.  A  new  product 
was  added  to  the  list— a  paper  towel,  called  the  ScotTissue 
towel,  and  its  promotion  offered  a  good  opportunity  to  push 
the  whole  line  of  products.  The  house  organ  showed  dealers 
how  to  display  and  advertise  the  lines,  and  told  how  certain 
dealers  had  succeeded.  It  printed  some  of  the  advertisements 
used,  and  told  of  the  work  of  the  company  to  interest  con- 
sujners.  It  described  all  the  goods,  and  how  they  were  put  up 
to  appeal  to  all  tastes  and  needs.  The  towel  idea  developed 
rapidly,  and  it  was  offered  in  various  sizes  and  packages,  and 
in  combination  with  the  toilet  papers.  A  baby  diaper  was  added 
to  the  line,  and  table  cloths,  etc.,  so  that  it  was  possible  to  make 
up  combination  trial  packages  selling  at  50  cents  and  75  cents 
that  were  very  tempting.  In  addition  to  the  house  organ  there 
were  prepared  attractive  booklets — one  telling  all  about  the 
manufacture  of  the  towels,  from  the  tree  to  the  household; 


§  22  GENERAL  CAMPAIGNS  55 

one  giving  descriptions  of  all  the  articles  produced;  and  one 
especially  devoted  to  the  economies  and  convenience  of  the 
towels  and  other  articles  in  homes. 

45.  Placing  the  Advertising. — The  advertising  that  was 
planned  to  attract  consumers  was  placed  in  a  few  mediimis 
that  circulate  largely  in  the  homes.  At  first  the  list  was  small, 
and  included  The  Ladies  Home  Journal,  The  Saturday  Evening 
Post,  The  Woman's  Home  Companion,  and  Good  House- 
keeping. Later  there  were  added  other  magazines,  such  as 
Forecast  and  The  Housewives'  League  Magazine.  The  copy 
in  all  these  except  The  Saturday  Evening  Post  was  the  standard 
magazine  page.  In  the  Post  the  copy  was  half  and  quarter 
pages,  in  one-  and  two-column  foirn.  The  magazine  page  had 
a  coupon  offering  a  sample  package  of  the  goods  for  50  cents. 
The  copy  for  the  advertisements  was  good,  and  dealt  with  the 
practical  benefits  of  the  paper  products  in  the  home.  There 
were  illustrations  that  showed  how  the  articles  were  handled 
in  homes  and  how  the  packages  look.  The  advertisements 
were  attractive,  and  interesting  to  every  housewife,  or  house- 
man, who  is  interested  in  utility  and  economy  in  the  home. 

46.  Results  of  the  Advertising.— This  campaign  has 
resulted  in  opening  the  jobbing  and  retail  market  to  the  Scott 
products,  and  getting  the  cordial  cooperation  of  the  jobber  and 
retailer,  because  it  developed  a  great  consumer  demand  which 
hammered  at  the  doors  of  the  distributing  dealers  until  they 
woke  up  to  the  opportunity  the  comi:»any  was  giving  them  to 
make  quick  and  easy  profits,  by  virtually  guaranteeing  them 
large  sales  and  rapid  turnover  of  their  capital.  It  has  sold  the 
advertising  to  the  salesmen,  and  given  them  a  new  conception 
of  the  power  of  advertising  when  it  is  appreciated  and  utilized 
by  the  selling  force.  It  has  created  a  great  consumer  demand, 
which  is  making  money  for  every  retailer  who  handles  the  goods. 
The  advertising  campaign  is  selling  the  product  of  the  factories, 
first,  so  to  speak,  to  the  salesman  of  the  company;  second,  to 
the  jobbers  who  handle  it  in  a  large  way ;  third,  to  the  retailers 
who  sell  it  to  the  consumers;  and  fourth,  and  most  important 
of  all,  to  the  people  who  use  the  products  in  their  homes.     In 

2fJ6C— 26 


56  MANACKMIiXT  OF  §22 

fact,  the  advertising  sells  the  product.  The  jobbers  and  the 
retailers  are  merely  distributing  agents.  They  do  not  have  to 
sell  the  articles.  The}^  already  have  been  sold  to  the  con- 
sumers by  the  advertising.  The  local  grocers,  or  other  stores 
handling  the  things,  merely  have  to  deliver  the  goods;  and  the 
jobbers  have  to  keep  the  retailers  supi)licd. 

47.  All  Eiieruelic  Beffiniiing.  There  wore  so  few 
mediums  used  in  this  campaign,  and  they  were  so  well  known, 
that  it  will  be  an  easy  matter  for  one  who  desires  to  figure 
the  costs  for  himself.  Let  him  look  up  the  rates,  compute  the 
costs,  and  arrange  a  schedule  on  his  own  responsibility.  The 
first-mentioned  meditmis  were  used  quite  generously,  as  there 
was  an  immediate  necessity  that  called  for  a  brave  beginning. 
The  attention  of  the  consumers  needed  to  be  attracted  at  once, 
and  in  considerable  volimie,  if  the  jobbers  and  retailers  were  to 
be  impressed  and  interested.  It  would  not  do  to  allow  them  to 
get  fixed  in  aiTangements  with  other  products,  and  to  have 
the  attention  of  consumers  given  to  substitutes.  vSo  the  blows 
were  rapid  and  continued  until  the  flow  of  goods  through  the 
usual  channels  had  been  resimied  under  the  new  conditions. 

48.  Introduction  of  a  New  Article. — The  company's 
plans  were  materially  modified  by  conditions  that  developed 
while  it  was  trying  out  the  towel  proposition.  A  paper  towel 
was  a  novel  idea.     The  popular  idea  of  paper  for  such  a  purpose 

\  was  that  it  would  not  work.  But  it  did  work,  and  after  a  while 
that  fact  began  to  be  accepted.  The  paper  towel  was  accepted 
as  a  great  sanitary  fact.  Its  use  was  not  great  in  homes  for  a 
time,  but  it  sprang  into  popular  favor  for  factories,  offices, 
hotels,  schools,  clubs,  etc.,  places  where  fabric  towels  had  been 
used.  The  idea  was  that  paper  was  thought  to  be  more  sani- 
tary' than  cloth,  even  if  the  cloth  towels  were  carefully  laun- 
dered after  use.  This  line  of  development  was  largely  worked 
out  through  personal  salesmen,  that  method  being  found  more 
effective.  This  trade  is  equivalent  to  a  jobber  trade,  as  all  cus- 
tomers are  large  consumers  and  would  be  more  inclined  to  buy 
direct  from  the  manufacturer;  and  the  salesman  is  not  selling 
a  case  of  towels,  or  a  hundred  cases,  but  llic  continued  use  of 


A  Big  Kitchen  Help 

As  Well  as  a  Towel 

— Absorbent 


T 


MMEDIATELY  you  hang  up  a  roll  of  Absorbent  ScotTissue  in  your  kitchen 
0^;^^°"  u°  ""'.y  P''°^'<^e  yourself  with  an  individual  towel  that  saves  your  linen 
and  washing  bills,  but  you  also  provide  yourself  with  a  time  and  labor  saver  of 
inhnite  value  in  your  home  work. 

Know  how  to  use  them— "like  a  blotter"— and  what  to  use  them  for. 

uses  lor  ScoiT.ssue  here;  only  a  Inal  m  your  home  will  convince  you  of  its  endless  usefulness. 


Absorbent 


^@^«^lf@w¥ls 


Junior  Roll.  :0c.  Sundard  Roll,  •25c.  Large  Roll,  *35c 

Made  by  Scott  Paper  Company,  also  makers  of  Quality  Toilet  Papers 

^r?t    i^^^         ^  ^'^^  ^"'^^'  ^°'''  ="°*5'  **"'«  absorbent 
lOiletraper  paper.    SoW  in  large,  tight  wound  rolls, 

jott  u  old  lined  "^'^  P^'  roll. 

Sani-Tissue      The  balsam  treatment  makes  the  paper 
soft  and  medicinal.  Always  demanded 


^..Jrt  ,1.1?''*'"  **""^^*'"  has  once  beenuseZfhKe 
^.A  ..i  doilJili.  rolls  in  dust-proof  carton,  25 

Abore  goods  sold  (t  all  proiireuivo  detltn. 

Read  Big  50c  Offer  in  Coupon 

SCOTT  PAPER  COMPANY 
721  Glen  wood  Avenuo 
Philadelphia.  Pa. 

•Piiteii  slightly  high 


SCOTT 
PAPER  CO. 
Phils.,  P.. 

Dear  Sirs: 
Miclos^  SOc  (75c  In 
Cotioda).    Please 
send  me  (prepaid)  1  Jr 
Roll   ScotTissue   towels 
Neat    Fixture.      I    Pifre 
White   ScotTissue    Table 
over.     I  Package  of  12  Scot- 
Tissue  Dydeea.     1  Roll  of  Scot- 
Tissue  Toilet  Paper      1  Roll  SanI 

Toilet    Paper.     And    1    other 

roll    of     high-grade    Toilet     Paper 
AllforSOc  (75clo  Canadal. 


Fig.  1 


c<^£::i^!^z^^[^:^r^^:^!^^^^  ^--'".  ^^---'^ «-^ 


57 


58-  MANAGEMENT  OF  §22 

the  towel  in  an  establishment  that  may  ultimately  buy  thou- 
sands of  cases.  The  advertising  of  the  towel  was  directed  to 
its  use  in  the  homes,  and  for  many  purposes  other  than  the 
ordinary  uses  of  a  towel,  and  was  made  to  suggest  buying  the 
Seott  products  in  the  combination  packages,  thus  can*}' ing  along 
with  it  the  toilet-paper  proposition. 

49.  The  advertisement,  Fig.  1,  is  a  good  example  of  the 
series  used  in  this  campaign.  It  was  planned  to  appeal  to  the 
housewife,  and,  while  it  features  the  towel,  it  leads  the  mind  of 
the  reader  to  consider  the  whole  product  of  the  Scott  mills, 
with  reference  to  good  housekeeping. 


HARNESSING  DYNAMITE  TO  THE  PLOW 

50,  Benefiting  the  Consumer  First, — It  is  a  remark- 
able fact  that  the  more  recent  expansion  of  advertising  as  a 
major  selling  force  has  been  along  lines  where  the  benefits 
coming  to  the  advertiser  were  much  less  than  those  coming 
to  the  buyers  and  to  the  general  ]niblic.  It  lias  been  shown 
how  the  great  express  comi>any  linked  up  j^roducers  and  con- 
stmiers  to  an  extent  that  has  made  fortunes  for  the  one  and  con- 
siderable savings  for  the  other,  while  it  gained  for  itself  merely 
a  certain  amount  of  new  transportation  business.  There  are 
many  general  advertising  camjjaigns  tliat  do  a  vast  amomit  of 
good  to  parties  that  pay  ucjne  of  thi'  cost  and  liaw  nothing  to 
do  with  their  ])lanning. 

51.  Making  si  New  Market  for  Powder. — Some  years 
ago  the  E.  I.  Du  Pont  de  Nemours  Powder  Company  decided 
that  it  was  wise  for  it  to  seek  other  than  the  ordinary  trade 
outlets  for  its  powder  and  dynamite.  In  making  an  examina- 
tion for  possible  sources  of  demand,  it  thought  fanners  might 
be  greatly  benefited  by  using  high  explosives  in  bringing  into 
use  the  great  deposits  of  plant  food  kno\vn  to  exist  below  the 
reach  of  ordinary-  practicable  plowing.  Dynamite  had  been 
used  to  clear  land  from  stumpage  after  timber  cutting,  and  for 
blasting  rocks,  etc.,  but  even  for  this  purpose  it  was  chiefly 
used  by  blasting  experts,  and  not  by  the  farmers  themselves. 


^  22  GENERAL  CAMPAIGNS  59 

52.  Encouraging"  Sj^ort   to  Increase  Market. — ^At  the 

same  time,  the  company  investigated  the  use  of  its  smokeless 
i:)Owder  in  the  sport  of  trap  shooting,  and  thought  that  that 
sport  might  be  greatly  enlarged.  Two  campaigns  were  begun, 
one  to  persuade  fanners  that  they  could  raise  larger  crops  if  they 
used  d\'namite  to  turn  up  the  plant  food  lying  below  the  reach 
of  their  plows,  to  make  excavations  for  setting  trees,  to  dig 
their  ditches,  etc.;  and  one  to  promote  trap  shooting.  This 
hitter  campaign  consisted  chiefly  in  direct  encouragement  of 
the  formation  of  shooting  clubs,  and  suggestions  as  to  their 
conduct  and  benefits.  It  was  more  or  less  an  ordinary  adver- 
tising enterprise,  worked  as  many  other  campaigns  had  been 
worked.  Consumption  was  encouraged,  and  the  demand  thus 
encouraged  was  directed  toward  the  specialized  product  of  the 
company  through  the  usual  methods. 

53.  Dynamite  and  the  Farmers. — To  make  dynamite 
popular  with  farmers  and  arrange  for  its  distrilnition  was  an 
extremely  difificult  task,  one  of  the  hardest  ever  undertaken 
by  an  advertiser.  The  farmers  were  afraid  of  it,  and  their  fear 
was  justified  by  the  extraordinar}^  precautions  taken  by  national, 
state,  city,  and  town  authorities,  with  respect  to  its  transporta- 
tion, storage,  and  handling.  Knowing  its  dangerous  character 
and  its  high  cost,  as  well  as  the  difficulties  attending  its  pur- 
chase and  delivery,  fanners  were  not  in  a  mood  to  consider  its 
use  seriously.  Many  of  them  were  skeptical  about  its  benefits. 
They  had  been  asked  to  believe  a  great  many  things  about  the 
soil  and  its  handling  that  were  directly  contrary  to  their  train- 
ing and  experience.  They  never  were  very  enthusiastic  about 
the  new  theories  of  agricidture  put  forth  by  the  Government, 
the  agricultural  colleges,  and  the  new  experts.  They  did  not 
know,  either,  that  the  manufacture  of  dynamite  had  been  so 
improved  as  to  make  it  practically,  and  comparatively,  harm- 
less to  handle,  transport,  and  store.  The  material  and  its  uses 
were  surrounded  by  mystery  and  fear.  The  farmers  did  not 
relish  the  idea  of  risking  their  lives  in  trying  the  experiments 
presented  to  them.  They  had  to  be  shown,  and  they  required 
the  most  con^4ncing  proofs. 


60.  MANAGEIMENT  OF  §22 

54.  Original  in«>  Interest. — The  general  campaign  was 
for  the  purpose  of  promoting  among  farmers  a  scientific  fact 
that  they  did  not  know  and  were  not  interested  in.  About 
ten  million  pounds  of  dynamite  had  been  used  annually  for 
clearing  land  of  stumps,  but  it  was  handled  chiefly  by  ])ro- 
fcssional  blasters,  and  not  by  the  fanners  themselves.  Prac- 
tically none  was  used  for  loosening  the  subsoil  several  feel  below 
the  surface.  On  some  kinds  of  soil  it  is  impossible  for  roots  to 
penetrate  below  the  plowing  depth,  about  6  or  8  inches.  Here 
and  there  was  a  farmer  who  used  what  was  called  a  subsoil 
plow,  which  turned  up  a  few  more  inches  of  ground,  at  great 
expense  for  teams'  to  haul  the  plow  through  the  stiflf  soil.  A 
few  tree  experts  were  advocating  larger  holes  in  which  to  plant 
trees.  There  were  even  a  few  who  used  d}'namite  to  blast  out 
the  holes,  but  even  these  used  it  as  an  aid  in  excavating,  rather 
than  as  a  power  to  loosen  pennanently  the  deeper  strata  of 
soils,  so  that  the  tree  could  send  its  roots  deep  into  the  earth, 
below  the  line  of  drought  and  frost,  to  feed  upon  the  elements 
there. 

55.  Much  Money  Needetl. — The  diflficulties  were  so  great 
that  no  advertiser  not  possessed  of  ample  capital,  and  unwilling 
to  wait  an  indefinitely  long  time  for  adequate  results,  and  to 
face  the  possibility  of  not  then  getting  those  results,  could 
afford  even  to  consider  such  a  campaign.  There  was  no  assur- 
ance of  ultimate  success.  Farmers  are  known  to  be  ultra  con- 
servative, and,  as  a  class,  not  to  have  very  large  capital  at  their 
command.  They  have  been  found  responsive  to  some  lines  of 
advertising,  but  this  proposition  involved  much  more  than 
buying,  for  example,  a  new  harvester,  an  automobile  truck,  or 
a  supply  of  some  new  fertilizer.  It  meant  a  radical  change  of 
faith  in  the  quality  of  the  land  below  the  reach  of  their  plows, 
and  in  their  hereditary  understanding  of  the  quality  and  virtues 
of  the  ordinary  processes  of  agriculture. 

The  farmer,  however  liberal  may  have  been  his  youthful 
education,  is  all  the  time  subject  to  very  powerful  influences 
that  teach  him  to  be  conservative,  to  have  patience,  and  to  trust 
the  manifest  processes  of  nature.     He  always  sees  the  earth 


^22  C.r.NI'.KAI.  CAMI'AKiXS  61 

respoiul  to  the  siinplcr  processes  of  eulLivation.  He  lias  Ijeen 
taught  by  the  Bible  that  a  large  proportion  of  his  seeding  work 
will  go  for  naught,  and  that  it  is  to  be  expected  that  some  seed 
will  fall  ajTiong  tares  and  on  rocky  ground,  and  bring  forth  no 
crops.  He  becomes  resigned  to  drought,  to  pestilence,  to  ruin 
by  wind  and  rain  and  frost.  He  comes  to  feel  that  farming  is 
regulated  by  Providence.  So  he  does  not  have  an  o])en  mind, 
is  not  inclined  to  initiative,  looks  askance  upon  innovation, 
and  is  not,  usually,  inclined  to  respond  to  suggestion. 

56.  Difficulty  in  Collecting  tlie  Benefits  of  the 
Advertising. — -The  company  realized  all  these  adverse  ele- 
ments in  its  advertising  problem,  and  made  plans  that  con- 
templated a  long  and  hard  fight,  the  spending  of  much  money, 
and  a  wait  of  many  years  for  anything  like  an  adequate  return. 
It  very  well  knew  that  it  would  be  advertising  powder,  not 
altogether  the  Du  Pont  powder.  It  knew  that  its  campaign, 
if  successful,  would  proportionately  benefit  some  competitors 
who  would  not  share  the  expense.  It  also  knew  that  if  its 
analyses  were  correct  it  would  put  many  hundreds  of  thousands 
of  dollars  into  the  pockets  of  the  farmers  in  certain  sections  of 
the  country,  and  add  largely  to  the  general  prosperity  that 
follows  good  farming  everywhere.  The  gain  would  be  widely 
distributed,  among  other  powder  makers,  farmers,  and  the 
community  in  general,  while  the  company  could  hope,  at  the 
best,  to  get  but  a  relatively  small  proportion  for  itself. 

57.  Using  a  New  Name. — To  overcome  the  prejudice 
against  dynamite,  so  far  as  possible,  a  new  name  was  given  to 
the  product — Farm  Powder.  This  helped  to  reassure  the  farm- 
ers, as  it  gave  them  the  idea  that  it  was  not  the  old  familiar 
dynamite  they  were  dealing  with,  but  something  devised 
especially  for  their  benefit,  as,  in  a  sense,  it  was. 

58.  Educative  Advertising. — The  company  spent  more 
than  $600,000  to  educate  the  farmers  in  the  principles  of  what 
it  called  vertical  farming — making  the  faims  deeper  and  more 
productive.  The  advertising  was  educative.  Farm  papers 
were  used,  and  the  mo\'ies,  also  many  store  and  fence  signs. 


(ji:  MANAGEMENT  OF  §  22 

Expert  demonstrators  were  sent  out.  Many  farmers  did  not 
themselves  wish  to  undertake  the  work  of  blasting,  so  the  com- 
pany undertook  to  refer  them  to  professional  blasters  who 
could  be  employed.  Finding  that  there  were  not  enough  of 
these  professionals,  the  company  undertook  to  find  or  train  a 
corps  of  agricultural  blasters  as  a  new  profession,  and  did  create 
a  list  of  a  thousand  men  who  are  ready  to  res])ond  to  the 
demands  of  farmers.  The  company  supplied  these  blasters  with 
fence  signs,  circulars,  envelope  stiiffers,  and  stationery,  and  paid 
them  for  making  free  demonstrations. 

59.  Difficult  Di.strilnition. — The  distribution  problem, 
upon  which  the  advertising  campaign  must  rest,  was  extremely 
difficult.  In  man\^  localities  laws  prevented  the  keeping  of 
dynamite  for  sale  in  storehouses  convenient  of  access  to  the 
farmers,  and  its  transportation  from  the  manufacturers  or 
dealers  to  tlie  farmers  was  slow  and  difficult.  In  some  localities 
there  was  a  high  license  fee  for  the  dealer,  and  dealers  who 
kept  it  in  stock  were  liable  to  charge  very  high  prices  for  it. 
The  Du  Pont  Company  advertised  a  farmers'  price  list,  and 
offered  to  furnish  the  dynamite  direct  if  fanners  had  difficulty 
in  getting  it.  Many  agents  were  appointed  who  did  not  carry 
stocks,  but  ordered  for  the  farmers.  Farmers  were  warned  to 
order  their  supplies  4  weeks  ahead  of  their  need.  The  company 
made  every  effort  to  make  it  easy  for  the  farmer  to  get  the 
explosive,  and  to  show  him  how  it  could  be  used  with  profit 
to  himself. 

60.  Free  Publicity. — A  great  amount  of  news  publicity 
was  obtained.  Demonstrations  were  advertised  in  local  news- 
papers, which  sent  reporters  and  imnted  news  stories.  These 
stories  aroused  the  editors  of  Sunday  editions  of  the  city  papers, 
and  they  printed  sensational  accounts  of  the  "new  agriculture." 
Farm  papers  began  to  print  stories,  with  illustrations,  and  finally 
the  magazines  treated  the  matter  in  their  usual  interesting  and 
instructive  manner.  The  company  sent  data  to  agricultural 
colleges,  experiment  stations,  and  to  the  Department  of  Agri- 
culture at  Washington;  and  also  erhployed  a  soil  expert  to 
cooperate  with  and  advise  the  fanners.     The  knowledge  of  the 


§  23  GENERAL  CAMPAIGNS  63 

■new  process  spread  rapidly;  and  as  much  of  the  publicity  was 
of  a  news  character,  it  may  have  impressed  the  farmers  more 
readily  than  it  would  if  it  had  all  been  advertising  that  was 
manifestly  paid  for  by  the  powder  company.  Nearly  all  farmers 
who  do  any  reading  are  now  well  informed  about  the  virtue«i 
of  d>mamite  in  agriculture,  and  about  all  of  the  information 
they  have  had  has  come,  directly  or  indirectly,  from  the  powder 
company. 

Gl.  Direct  Advertising  Used. — As  stated,  the  Du  Pont 
Company  spent  $600,000  in  this  initial  campaign,  using  a  large 
number  of  mediums,  and  supporting  the  work  of  the  papers  with 
many  devices  of  direct  advertising,  and  an  elaborate  and  costly 
system  of  personal  education  and  help  for  the  farmers.  The 
advertising  copy  that  was  prepared  for  use  in  the  farm  papers 
was  8  inches  double  column  the  first  year,  6  to  8  inches  single 
column  the  second  year,  and  6  inches  double  the  third  year. 
The  cost  per  inquiry  was  least  the  first  year,  but  as  the  cost 
per  inquiry  rose  the  ratio  of  sales  per  inquiiy  rose  also.  At 
first  there  were  many  curiosity  inquiries,  and  as  these  fell  off 
there  was  a  greater  proportion  of  orders.  The  Du  Pont  Com- 
pany did  not  get  all  the  benefit  of  the  advertising,  but  it  figured 
that  of  the  new  business  it  created  it  got  a  fair  share;  and  it 
created  a  demand  that  will  continue  indefinitely,  until  finally 
its  profits  are  expected  to  reduce  the  advertising  cost  to  an 
almost  negligible  amount. 

62.  Selecting  the  Mediums.— The  method  of  selecting 
mediimis  for  the  Farm  Powder  advertising,  after  the  first  year, 
was  based  on  the  inquiry  returns  received  in  the  course  of  the 
initial  year,  though  it  proved  that  some  of  the  papers  that  pro- 
duced the  greatest  number  of  inquiries  were  not  the  most  pro- 
ductive of  actual  business.  The  largest  volume  of  replies  came 
from  periodicals  that  apparently  have  the  bulk  of  their  circula- 
tion among  city  people,  suburban  residents,  and  people  who 
have  the  "back-to-the-land"  fever,  but  who  are  not  at  present 
farmers,  such  as  The  Country  Gentleman  and  Illustrated  Sunday 
Magazine.  As  this  is  one  of  the  best  planned  general  campaigns 
for  farmers'  trade,  and  as  it  has  been  so  successful,  it  is  useful 


64 


MANAGEMENT  OF 


§22 


to  know  just  what  mediums  were  selected,  and  the  Hst  is  as 
tollows : 


American  Agriculturist 

American  Forestry 

American  Nut  Journal 

Better  Fruit 

Breeders'  Gazette 

Country  Gentleman 

Connecticut  Farmer 

Dakota  Farmer 

Farm  Engineering 

Farm,  Stock,  and  Home 

Farmers'  Review 

Fniit  Grower  and  Farmer 

Fruit  Man  and  Gardener 

Farmer 

Farmer  and  Breeder 

Farming  Business 

Florida  Grower 

Green's  Fruit  Grower 

Garden  and  Farm  Almanac 

Hoard's  Dairyman 

Idaho  Farmer 

Illinois  Farmer  and  Farmers'  Call 

Illustrated  Sunday  Magazine 

Kimball's  Dairy  Farmer 

King's  Fruit  Tree  Bulletin 

Manufacturers'  Record 

Michigan  Farmer 


National  Stockman  and  Farmer 

National  Sunday  Magazine 

Oregon  Farmer 

Pennsylvania  Farmer 

Poultry  Success 

Practical  Farmer 

Progressive  Farmer 

Progress 

Rural  Life 

Rural  New  Yorker 

Southern  Agriculturist 

Southern  Cultivator 

Southern  Farming 

Southern  Fruit  Grower 

Southern  Planter 

Southern  Ruralist 

Successful  Farming 

The  Nut  Grower 

The  Ranch 

Twentieth  Century  Farmer 

Up-to-Date  Farming 

Vegetable  Grower 

Washington  Farmer 

Wallace's  Farmer 

Western  Farmer 

Wisconsin  Agriculturist 

Western  Farm  Life 


63.  Results  of  the  Campaign. — ^The  results  of  the  cam- 
paign show  that  dynamite  is  now  used  for  the  following  pur- 
poses for  which  it  was  not  used  to  any  great  extent  prior  to 
1911:  Stimip  blasting  in  the  East,  vSouth,  and  vSoutheast, 
blasting  boulders,  preparing  ground  for  planting  fruit  trees, 
excavating  farm  ditches,  blasting  impervious  subsoils,  exca- 
vating cellars,  draining  swamps  and  ponds,  straightening  creeks, 
rejuvenating  old  orchards,  road  building;  making  holes  for 
fence  and  telegraph  poles,  digging  and  restoring  wells,  as  a 
substitute  for  tile  draining  and  excessive  fertilization. 

The  results  to  the  company  were  very  remarkable,  showing 
that  it  pays  to  plan  a  general  campaign  upon  broad  and  unselfish 
lines,  as  well  as  in  accordance  with  the  established  principles 
of  advertising.  After  having  worked  in  this  campaign  for  only 
4  years  the  company  is  able  to  report  that  its  sales  have  increased 
in  this  farming  field  to  an  extent  that  enables  it  to  conclude  that 
the  advertising  expenditures  for  this  campaign  had  been  entirely 


GENF.RAL  CAMPArCNS 


G5 


absorbed  b>-  increased  profits  due  to  the  advertising',  leaving'  it 
a  permanent  asset  in  the  shape  of  many  new  distributors  anr^ 
many  new  customers.  The  farmers  who  have  l^een  sliown  how 
to  use  this  ])owdcr  will,  prcsuTnabl^^  continue  to  use  it,  and  their 
subsequent  i)urchases  will  not  be  chargeable  with  the  advcr- 


HOLDS  A 
DOLLAR 

A. 


Fig.  2 


Reduced  from  6-inch  double-column  advertisement  in  a  farm  paper 

tising  expense  of  this  campaign.     It  is  not  likcl>'  that  the  com- 
pany will  stop  advertising,  but  it  will  not  advertise  to  the 
customers  who  have  already  been  won,  nor  will  it  charge  adver- 
tising expense  to  income  from  them.     Moreover,  these  famicrs 
bv  recommending  it  to  others,  will  act  as  selling  agents  for  the 


(10 


MANAGEMENT  OF 


§22 


powder  that  they  have  found  profitable  to  use  themselves. 
There  will,  in  fact,  be  a  continuously  increasing  return  from 
this  advertising  campaign  which  will,  within  a  few  years,  so 


/: 


Vertical  Farming  Proved 


^ 


By  Effects  of 
Orchard  Blasting  With 


Ji 


Red  Cross 

FARM  POWDER 


These  cuts  are 
made  from  photos 
showing  compara- 
tive growth  of  pear 
trees  from  spring 
of  1913  to  August, 
1914,  Bellemont 
Orchards,  Inc., 
Norfolk,  Va. 


MP 


.  ..Vijli:;  I- f. •*•■'»■' 


Ir. 
Blasted 
Ground 


Al!  proj^rcssive  farmers  and  orchardists  know  that  trees  planted 
in  blasted  ground  grow  much  faster  than  those  planted  in  the  old 
wa\-,  and  hear  fruit  earlier.  This  proves  the  truth  of  the  principles 
of  X'ertical  Farming,  which  aims  to  cultivate  downward  as  well  as 
to  till  the  lop  soil. 

Three  years  ago  tree  planting  in  blasted  holes  was  experi- 
mental—now millions  of  trees  are  set  out  by  the  Vertical  Farming 
method  every  Spring  and  P'all. 

In  like  manner,  blasting  the  subsoil  to  increase  general  crop  yields, 
now  regarded  as  experimental,  will  in  a  few  years  be  common. 

To  learn  how  and  why  Vertical  F"arming  may  double  the  \ields 
of  your  farm,  get  the  I'rce  Reading  Cr)urse  in  Vertical  Farming  by 
Or.  G.  K.  Bailey— one  of  the  best  works  on  soils  and  soil  culture 
i\cr  published.  Sent  free  with  every  request  for  our  Farmer's 
Handbook  No.  41-F.   Write  now. 

Du  Pont  Powder  Co.,  Wilmington,  Del. 

Established  1802 


Fig.  3 
Reduced  from  one-fourth-page  advertisement 

nearly  extinguish  its  cost  as  to  leave  the  percentage  per  dollar 
of  business  so  small  as  to  be  difficult  jf  exjiression  by  fractions 
of  a  cent. 


^22 


GENERAL  CAMPAIGNS 


67 


64.     Figurins^    the    Future. — T 

reflects  that  as  there  are  878,798,325 
the  United  States,  1  pound  of  Farm 
Powder  per  acre,  at  10  cents  a 
pound,  with  the  other  necessary 
blasting  supplies,  would  yield  more 
than  a  hundred  million  dollars  of 
business  a  year.  It  does  not  expect 
this  much  business,  but  as  it  takes 
50  pounds  of  powder  to  subsoil  an 
acre,  and  from  100  to  300  pounds 
to  clear  a  cut-over  acre,  the  com- 
pany assumes  that  there  is  a  great 
Ijusiness  to  be  worked  up  through 
tt-aching  the  fanners  how  to  get 
more  out  of  the  land  they  have,  and 
how.  to  clear  more  land  pro]>erly. 

(i5.  The  Copy. — ^The  adver- 
tising copy  for  this  campaign  was 
written  to  bring  mail  orders  or  to 
refer  the  readers  to  dealers.  It  was 
straight  talk  to  farmers,  telling  them 
how  they  could  increase  their  crops 
without  cultivating  more  land  or 
using  more  fertilizers.  The  illustra- 
tions and  display  were  calculated  to 
attract  instant  attention.  The  ex- 
amples given  in  Figs.  2  to  5  are  good 
samples  of  the  series. 


he    Du    Pont    Company 
acres  of  farming  land  in 


rA>rPAIGN  TO  SELL  SILK 
GLOVES 

G6.     Marketing   a    Staple 
Article. — The  test  of  advertising 
comes  when  the  general  campaign 
is  planned  to  market  a  staple  article  of 
organized  competition,  and  as  a  part 


THE  ground  occupied  by  the  aver- 
age stump  and  lis  ruota  will  grow 
25  to  30  cent,  worth  ol  food  c  lopi 
each  year.  One  hundred  stumps  to  the 
acre  mean  a  yearly  loss  of  many  dollars. 
Why  leave  the  stumps  in  the  ground 
when  they  can  be  quickly  and  cheaply 
temoved  with 


RED  CROSS 

STUMPING  POWDER 

—  the  explosive  especially  mftde  for 
blasting  stumps,  boulders,  ditches,  tree- 
holes,  hardpan,  etc. 

Millions  ol  pounds  ol  Du  Pont  Et- 
plosives  are  used  by  latmers  every  year. 
Improve  your  farm,  increase  its  produc* 
lion  and  add  to  your  bank  account. 

FREE  BOOKLET 

tells  how  to  safely  handle  Red  Cross 
Farm  Pov^deis  for  clearing  land  for 
higger  and  belter  crops.  Write  today 
lor  Farmers'  Handbook  ol  Explosives 
513-F. 

Du  Pont  Powder  Co. 

E.l.bli.ked  1802 

530  Du  Pont  Bldg. 

WILMINGTON  .  DELAWARE 


Fig.  4 

Reduced  from  7-inch  single-column 

advertisement  in  a  high-class 

farm  paper. 

merchandise,  opposed  by 
of  the  regular  marketing 


(58 


MANAGEMENT  OF 


§22 


policy.  It  is  comparatively  easy  to  advertise  a  specialty,  pro- 
tected perhaps  by  patent  or  copyright  laws.  Such  a  propo- 
sition has  the  advantage  of  the  s})ecial  occasion,  the  special 


LOOK  AT  THE  ROOTS 

HKRE  are  two  j)i(tun'.s.  'J'lic  one  at  tlie  Icfl 
shows  the  tree  set  in  blasted  soil;  at  the  right 
in  spaded  soil.  Wliy  tlic  expanded  root  sys- 
tem, vigorous  growth  and  assured  earlier  fruiting  of 
the  larger  tree?  Both  arealikein  name,  nature  and 
nursery  cultivation.  The  deejier  root  penetration, 
greater  spread  and  consequent  larger  feeding  area  is 

THE  RESULT  OF  BLASTING  THE  SOIL 

where  the  tree  was  planted.    The  compact,  shallow  ,  cramped  root- 
bed  of  the  tree  in  the  spaded  soil  accoiint,>j 


V  ^x'i":'?^       bed  of  the  tree  in  the  spaded  soil  accounts 

^f^'Z/'i'^j.^^  f"""  'he  slow  (growth,  backward  devcl- 

A.^ity-J "^^N 'K?  opment  and  frequent  first-year  lo». 


Endorsed  by 
Leading  Orchardists 

Blasting  tree  holes  is  the     6. 
plan  endorsed  by  Hale,     »V/' 
"the  ptach  king," 
riarrison   Bros.  Nurseries,       "^ 
Stark   Bros.  Nurseries  and 
Orchards  Co..  Louisiana,  Mo. — 
the  two  largest  in  the  country — 
and   many   other   well-known,  suc- 
cessful  fruit    growers.    They  have  set 
thousands  of  trees  in  blast- 
ed soil.    Kcw  trees 
have  died.    WHY.' 
The    mellowing    and 


■^ 


shattenng  caused  by  blast-\ 
ing   conserves    moisture, 
permits  a  wider,  deeper,  bet- 
ter root  growth    and    furnishes 
growing  tree  with    an  abundance 
of  plant  fr>od  and  moisture  so  needful  the  first  year 
after  transplanting. 

Plant  Your  Trees  Right 

by  following  the  plans  of  these  experts,  l-earn  their  ways 
It  pays.  Don't  plant  a  tree  this  Spring  without  first 
reading  our  Tree  Planting  booklet  No.  4^4-1".  It's  FREE. 
ASK    FOR    IT. 

DU    PONT    POWDER    CO., 

Established  1802  WILMINGTON.  DFL.\W.\RE 


Fig.  5 
Reduced  from  5-inch  double-column  advertisement 


need,  the  special  article,  and  the  special  qualities.  But  if  the 
article  is  one  of  ordinary  wear,  of  which  there  arc  hundreds  of 
different  makes,  sold  at  prices  varying  from  the  very  low  to  the 
very  high,  the  problem  is  different  and  iiiore  difficult. 


i<i*L'  GENl'.KAL  CAAll'AKiNS  (;<> 

67.  Continuous  C'anipaigii.^ — When  Julius  Kayser  & 
Company  had  i)crfected  a  silk  jj;love  for  women  which  was 
thought  to  be  j^ood  enouj:;h  to  justif\'  it,  that  com]jany  formu- 
lated a  sellin*^  polic)-  which  was  to  include  an  advertisinj^;  cam- 
paign that  should  V)e  continuous,  and  that  should  have  as  its 
goal  the  making  of  the  name  Kayser  synonymous  with  silk 
gloves — that  would  cause  the  larger  proportion  of  women  who 
wear  silk  gloves  to  think  of  thcnn  as  Kayser  gloves. 

The  company  took  tlie  ground  that  advertising  is  staling, 
and  that  an  advertising  campaign  to  be  successful  must  take 
its  place  along  with  selling  and  distribution  as  one  of  the  three 
chief  elements  in  a  real  selling  scheme.  The  advertising  of  the 
Kayser  glove  was  planned  to  attract  the  attention  of  women 
at  a  time  when  they  are  most  in  the  mood  to  bu}^  silk  gloves. 
The  principal  appeal  was  to  be  to  the  woman's  sense  of  value — 
the  secondary'  appeal,  to  her  sense  of  style  and  dress.  Every 
advertisement  must  tell  the  woman  something  of  value  and 
interest  about  the  Kayser  gloves  in  comparison  with  other  gloves. 

68.  Advertising  to  Sell. — In  this  plan  it  was  insisted 
at  the  start  that  advertising  merely  as  advertising  was  not  to 
be  considered  at  all.  Advertising  as  advertising,  this  com- 
pany believed,  is  only  of  interest  to  advertising  men.  In  look- 
ing over  the  field  of  advertising  the  company  thought  it  detected 
a  tehdency  in  advertising  to  appeal  to  professional  advertisers, 
with  too  little  consideration  for  the  needs  and  dispositions  of 
people  who  were  to  be  the  buyers.  Therefore,  it  was  decided 
that  all  the  advertising  done  for  the  Kayser  gloves  must  be 
in  line  with  and  supplementary  to  the  definite  sales  policy  that 
was  to  control  the  whole  marketing  work. 

This  meant  something  of  a  departure  from  the  generalh' 
accepted  policy  of  other  merchandising  plans,  and  necessitated 
original  plans  and  original  men  to  work  them.  The  adver- 
tising work  was  put  into  the  hands  of  a  man  selected  from  the 
selling  force.  It  was  thought  that  he  woiild  find  it  easier  to 
acquire  a  knowledge  of  the  practical  working  of  advertising 
than  it  would  be  for  a  professional  advertising  man  to  accom- 
modate himself  to  the  Kayser  sales  policies. 


70  MANAGEMENT  OF  §  22 

69.  Employment  of  an  Advertising  Agency. — To  pro- 
vide the  proper  distribution  of  the  advertising,  and  the  knowl- 
edge of  the  field  and  of  methods  necessan,'  for  the  production 
of  efficient  advertising,  it  was  decided  to  employ  an  agency  to 
supplement  the  work  of  the  advertising  manager  of  the  com- 
pany. The  agency  would  supply  all  the  strictly  professional 
advertising  knowledge  necessar>',  while  the  advertising  manager 
would  dovetail  the  advertising  with  the  sales  policies. 

The  agency  was  employed  not  only  to  place  the  advertising 
produced  by  the  advertising  manager,  but  to  suggest  and  write 
copy,  to  advise  as  to  mediums  and  space  and  frequency  of 
insertion,  and  to  assist  the  selling  department  by  making  such 
in\'estigations  in  the  field  as  can  be  better  made  by  a  modern 
service-agency  organization.  For  example:  The  agency  made 
an  investigation  in  the  field,  after  the  advertising  and  sales  work 
had  had  time  to  make  its  appeal  known,  which  showed  that 
in  fifty  principal  cities  over  80  jjer  cent,  of  women  who  asked 
for  silk  gloves  had  been  brought  to  ask  for  Kaysers,  by  name. 

70.  Satisfaction  to  the  liuyers.^ — ^The  Kayser  glove  was 
developed  with  the  idea  that  it  should  give  complete  satisfac- 
tion to  the  wearer.  The  whole  selling  plan  is  based  on  this 
principle.  The  buyer  must  be  satisfied.  Retailers  are  author- 
ized to  use  their  discretion  in  dealing  with  all  cases  of  apparent 
dissatisfaction,  and  whatever  they  find  it  advisable  to  do  is 
indorsed  by  the  Kayser  Company,  and  the  retailer  is  not  only 
upheld  but  all  of  his  losses  on  this  account  are  made  good  by 
the  company. 

The  gloves  are  made  with  special  care,  to  resist  wear  and  to 
fit  the  hands  and  arms  of  the  wearers.  They  are  made  to  justify 
the  advertising  and  the  selling  arguments,  and  the  company 
assimies  all  risks  of  divergence  from  this  fundamental  policy. 
It  holds  the  buyer  blameless,  and  it  holds  the  retailers  blaine- 
less  also,  for  any  defects  that  are  found  in  the  gloves.  It  goe? 
further  than  this,  and  accepts  the  attitude  and  tastes  of  the 
buyers  to  the  extent  that  they  are  made  the  final  judges.  It 
does  not  matter  why  a  buyer  is  not  satisfied.  Her  decision  is 
sufficient  and  final. 


§22  GENERAL  CAMPAIGNS  71 

71.  Advertising  to  the  Consumer. — The  advertising  is 
planned  to  create  consumer  demand,  and  it  is  created  and 
handled  in  close  cooperation  with  the  retailers.  It  is  jilaced  in 
a  certain  number  of  the  standard  women's  publications,  such 
as  The  Ladies  Home  Journal,  The  Pictoral  Review,  Vogue,  The 
Delineator,  and  the  quarterly  fashion  i^apers.  These  mediums 
are  used  to  form  a  background  for  the  selling  plan  and  the  more 
concrete  newspaper  advertising,  and  not  necessarily  for  direct 
sales.  They  assist  greatly  in  standardizing  the  name  of  Kayser, 
and  in  creating  a  general  sentiment  for  and  knowledge  of  the 
gloves  throughout  the  country. 

From  March  to  July  the  newspaper  advertising  is  run  in 
175  cities,  and  it  is  planned,  written,  and  placed  to  produce 
definite  results,  through  the  retailers.  This  advertising  tells 
the  women  something  of  the  quality  value  in  the  Kayser  gloves, 
and  makes  a  direct  appeal  to  their  sense  of  style  and  dress. 
These  two  .motives  control  all  the  advertising,  and  they  are 
alternated  in  the  leading  positions  in  the  advertisements — -one 
advertisement  may  emphasize  the  wearing  value  of  the  gloves, 
but  carry  some  distinct  allusion  to  their  style  and  beauty,  while 
the  next  advertisement  used  in  the  same  medium  will  put 
beauty  and  style  at  the  top  and  give  some  small  but  attractive 
space  to  utilit}'. 

72.  Covering-  a  City. — When  a  city  is  to  be  covered  by 
advertising,  a  series  of  advertisements  is  prepared  with  special 
reference  to  that  city,  consisting  of  one  full  page  and  a  series  of 
smaller  ones  ranging  from  10|  inches  across  four  columns  to 
4  inches  double  colimm.  Some  time  before  these  advertise- 
ments are  used  they  are  sent  to  all  the  retailers  in  the  city,  in 
a  neat  portfolio,  with  a  number  of  proofs  of  electrotyped 
advertisements  suitable  for  use  with  the  advertising  of  the 
local  merchants,  and  some  proofs  of  cuts  that  are  furnished  free. 

With  this  portfolio  goes  a  schedtde  of  the  advertising  to  be 
done  in  that  city,  giving  the  names  of  the  papers  to  be  used, 
the  number  and  dates  of  the  insertions.  The  dealers  are  asked 
to  cooperate  with  the  company  in  whatever  way  they  think 
best,  and  the  company  offers  to  cooperate  with  them.     It  offers 

206C— 27 


Be  well. gloved  for  Easter 
Morning 

Twelve  thousand  dealers  and  millions  of  women  prefer 
Kayser  Silk  Gloves,  not  merely  because  they  are  the 
best  known  gloves  in  Europe  and  America,  but  because 
they  have  found  out  from  actual  experience  that 
Kayser  Silk  Gloves  wear  better  and  fit  better. 

Buy  them  now  for  Easter.  See  for  yourself  wliy  more 
women  wear  them  than  all  other  silk  gloves  combined. 

Kayser  Silk  Gloves  cost  no  more  than  the  ordinary 
kind;  two  clasp  gloves  ar$  always  50c,  75c,  $1.00, 
$1.25  and  up;  twelve  and  sixteen  button  lengths 
are  always  75c,  $1.00,  %\.'&,  $1.50  and  up.  The  name 
"Kayser"  is  in  the  hem  and  with  each  pair  is  a  guar- 
antee ticket  that  the  tips  will  outwear  the  gloves. 

^    More  .-lold  th.in  all  other  ?ilk  gloves  combined 


Fig.  6 

This  advertisement  is  practically  perfect,  in  form  and  substance,  as  well  as 
in  its  artistic  elements.  It  is  properly  proportioned,  harmonious  in  typography, 
correctly  balanced.  It  is  attractive  as  a  picture,  and  has  so  little  copy  that  it 
can  be  read  almost  while  turning  a  leaf,  or  a  page.  The  original  was  10  inches 
long,  H  columns  wide. 


72 


^22 


GENERAL  CAMPAIGNS 


TA 


them  window-dressing  service  in  the  shape  of  designs  and 
fixtures,  cards,  etc.  Its  salesmen  make  a  thorough  canvass  of 
the  territor}'  contributory  to  the  city,  and  act  in  conjunction 
with  the  retailers  in  everv  wav. 


73.  All  Good  Papers  ITset!. — All  of  the  good  papers  in  a 
city  are  used  for  the 
campaign  there.  One 
paper  gets  the  page  ad- 
vertisement' the  first 
day,  and  a  4-inch 
double-column  adver- 
tisement the  next  day. 
Then  it  gets  a  large 
advertisement,  perha])s 
the  lO^-inch  four- 
column  advertisement. 
It  gets  a  st\'le-and- 
beauty  advertisement 
one  day  and  a  utility 
advertisement  the  next 
day .  E  ach  of  the  papers 
has  distinctive  adver- 
tising. If  a  woman  has 
all  the  papers  published 
in  the  city  where  she 
lives,  she  will  see  a  dif- 
ferent Kayser  ad^^er- 
'tisement  in  each  of 
them,  each  advertise- 
ment making  its  argu- 
ment in  a  different  man- 
ner and  in  behalf  of  a 
different  quality  of  the 
gloves.  She  will  be  told  about  the  wearing  quality  of  the  double 
tip,  the  fit  of  the  glove  on  the  hand  and  arm,  the  quality  of  the 
silk  used,  that  the  name  on  the  binding  means  a  guarantee  to 
her,  how  to  wash  them,  etc. 


What  we  do  to  have  your  gloves 
absolutely  perfect 

One  girl,  the  first  Kayser  inspector,  is  paid  %  cent 
should  she  find  a  blemish  in  our  silk  fabric  when  it 
is  cut  ready  to  seam. 

The  second  is  paid  1  cent  a  pair  should  she  find  a 
flaw  after  the  glove  is  seamed. 

The  next  inspector  gets  1  %  cents  a  pair  if  she  detects 
an  imperfection. 

The  fourth  and  final  —  the  supervisor  —  receives 
2  cents  a  pair  if  she  discovers  the  slightest  defect. 

This  is  the  care  w'e  take  to  have  your  silk  gloves 
absolutely  perfect.  This  is  why  we  can  guarantee 
every  one  of  the  millions  of  Kayser  Silk  Gloves 
which  American  women  wear  each  season. 


Rerluced  from 
in  a  newspaper. 


Fig.  7 
nch   double-column  advertisement 


MANAGEMENT  OF 


74.  Advertisoiiients  Arc  Attractive.^ — The  Kayser 
advertisements  are  unusually  attractive,  and,  also,  they  are 
laid  out  in  strict  conformity  with  the  rules  that  have  been  made 
b\'  the  men  who  have  studied  advertising  as  an  art  and  a  science. 
The  copy  is  brief,  modest,  clear,  and  convincing.  It  is  so  brief 
that  it  takes  no  more  than  2  minutes  to  read  the  full-page 
advertisement.  In  it  the  company  asserts  that  its  goods  are 
genuine,  and  that  it  is  always  ready  to  make  its  guaranty  good; 
that  it  not  only  replaces  gloves  that  are  not  satisfactory,  and 

returns  *  purchase 
money  if  asked  to  do 
so,  but  that  it  tries  in 
e\'ery  way  to  make 
tlie  gloves  satisfac- 
tory. This  fact  is  all 
the  time  brought  into 
its  advertising,  and 
helps  to  make  it 
effective. 


iDash  a  pair  of  "cut  pric<?"silk  qlovo./".  -\ 

then  a  pair  of  Kaijsoi  's .  Tlie  difference-^ 

ill  tlu'ir  appearance  after  one  uiasliinc)  lUilI 

shoii)  i|ou  u7lii|  tliere  ai-e  more  lVdl|se^^ 

qlo\'es  uioni   llian  all  other  sillc  gloves 

combined 

THE  SAhE  IPAY  TO  \DASH  SILK  CLOVES 

Use  oiili|  cold  u)uler  c>ndanif  pure  soop.  Rinse 
iHell  and  iDrii^qoiit  ina  toiOel  but  Jo  not  uriist. 
Pull  Iciiijlliu'ise,  turn  Inside  out  and  lai|  flat 
to  dri).  Do  not  liontj  up  ond  iie\et  kl  .1  Kil 
iron  toiicli  thcni 


Fig.  S 

Reduced  from  4-inch  double-column  newspapc 
.<  Ivertisement.  One  of  the  small  advertiscmenls  alter- 
nating with  larger  ones.  The  hand-lettering  did  not 
reproduce  well  in  all  newspapers. 


< .).     Tlio    Sales- 
men and  tlie  Adver- 

tisins'. — The  Kayser 
com])any  has  42  sales- 
men, and  they  are  all 
advertising  men.  They 
work  all  the  time  in 
perfect  harmony  witli 
the  advertising  department,  and  second  everv^  effort  that  is  made , 
to  arouse  interest  through  advertising.  All  of  the  advertising  is 
first  "sold"  to  the  selling  force  before  it  is  used,  and  this  is  one 
of  the  chief  functions  of  the  adverti.sing  manager.  Complete 
harmony  is  maintained  between  the  advertising  and  the  selling. 

7G.  (ietting  the  Dealer.s  Interested. — The  salesmen  in 
their  turn  are  expected  to  sell  the  advertising  to  the  dealers. 
It  is  as  much  a  part  of  their  duties  to  sell  the  advertising  to  the 
retailers  who  handle  the  gloves  as  it  is  to  sell  them  the  gloves. 
The>'  sell  the  services  of  the  eom])any  also.     Tlie  compan\'  does 


Sl'2 


GENERAL  CAMPAIGNS 


not  consider  that  its  selling  policy  reaches  no  further  than  the 
sales  to  the  retailers.  It  is  as  much  concerned  with  the  selling 
of  the  gloves  by  the  retailers  to  the  women  as  with  selling  tliem 
in  bulk  to  the  dealers. 


Therefore,  it  endca\'- 
ors  to  gain  the  good- 
will of  the  dealers  to 
the  end  that  the  deal- 
ers will  allow  it  to  help 
them  to  sell  to  their 
customers. 

77.     Advertise- 
ments Copyrighted . 

The  Kayser  adver- 
tisements are  cop}'- 
righted,  but  the  name 
has  not  been  pro- 
tected as  a  trade  mark. 
The  name  is,  however, 
one  of  the  best  trade 
marks  in  the  countr>% 
and  is  as  effectually 
protected  in  common 
law  as  it  coiild  be  by 
the  Patent  Office ;  and 
the  Patent  Office 
would  not  protect  a 
mere  proper  name  as 
a  trade  mark.  It  is 
yet  an  open  question 
whether  the  design  of 
an  advertisement  can 
be  protected  by  copy- 
right entry.  It  has  not  been  tested  in  the  courts.  It  is  inferred 
by  some  advertisers  that  copyright  protection  extends  to  adver- 
tisements, but  the  government  has  as  yet  given  no  assurance 
to  that  effect.     However,  it  adds  a  bit  of  guarant\^-quality  to 


Fig.  9 


Reduced  from  magazine  advertisement  4JX7i  inches 
in  size.  This  is  one  of  the  advertisements  that  mav  be 
used  by  the  company  in  its  advertising  or  by  retailors 
as  part  of  their  own  large  advertisements.  It  is  cleverly 
designed  to  have  the  appearance  of  a  stereopticon 
picture,  the  white  cut  being  thrown  strongly  out  by 
the  shaded  background.  The  text  very  sharply  brings 
out  the  value  of  the  trade  mark  to  the  buyer. 


71 ;  MANAGEMENT  OF  §22 

the  advertisement  to  have  it  copyrighted,  and  does  no  harm 
at  all.  In  reality  the  copyright  notice  printed  on  any  ]>iece 
of  literar\'  or  artistic  propert\'  is  merely  a  notice  to  all  inter- 
ested persons  that  the  right  of  ownership  will  be  defended 
against  all  attempts  at  larceny. 

78.  .V  Ciooil  Campaign  to  Study. — This  campaign  is  a 
good  one  to  study.  It  is  based  on  well-proved  fundamentals. 
The  goods  are  good,  the  methods  are  honest,  the  plans  are 
scientific,  and  the  results  are  ample.  The  advertising  cam- 
paign is  ver>^  firmly  welded  to  the  selling  plans.  The  marketing 
plan  includes  advertising  and  selling,  as  well  as  manufacturing, 
and  the  general  conduct  of  the  business. 

The  Ka3'ser  people  first  visualized  the  American  woman, 
and  her  needs  in  the  way  of  silk  gloves.  Then  they  keyed  all 
their  operations  to  that  conception. 

The  sample  advertisements,  Figs.  G,  7,  8,  and  9,  given  in 
connection  with  this  general  campaign  of  ad\'ertising  are  worth 
careful  stud\'  and  anah'sis. 


COLGATE  CAMPAIGN  TO  ESTABLISH  AMERICAN 
QUALITY 

70.  IJenioving-  Error  From  the  Piil)lie  Mind. — A  gen- 
eral ad\'ertising  campaign  is  often  undertaken  to  remove  from 
the  public  mind  some  wrong  ideas  about  certain  goods.  These 
wrong  ideas  may  have  ari.sen  through  prejudice,  lack  of  full 
knowledge,  or  because  the  goods  have  been  racHcalh-  impro\-e(l 
since  the  opinion  was  formed.  A  fad  is  often  taken  up  by  the 
public,  and  allowed  to  influence  trade  to  a  \Try  great  extent. 
iVmericans  have  not  yet  freed  themselves  from  the  notion  that 
goods  imported  from  European  countries  are  either  better  or 
more  fashionable  than  American-made  goods,  though  this  con- 
dition largely  cea.sed  to  exist  a  long  time  ago.  American  manu- 
facturers have  tried  various  expedients  to  correct  this  impres- 
sion, without  great  success.  Many  of  them  have  catered  to  it 
and  fostered  it  by  using  labels  to  imitate  foreign  labels,  or  b}- 
actually  shipping  goods  to  foreign  countries  and  then  importing 


5<  '2-2  GENERAL  CAMPAIGNS  77 

them.  Foreign  jobbers  of  certain  lines  of  goods  have  had  them 
manufactured  in  America,  shipped  to  them  and  exported  by 
them  back  to  Anierica  under  their  marks  and  labels.  A  few 
American  manufacturers  have  had  the  courage  and  wisdom  to 
challenge  foreign-made  goods  on  the  basis  of  merit. 

80.  Test  or  Quality  as  a  Basis  for  Campaign. — Late 
in  the  fall  of  1913  the  perfumery  and  soap  manufacturing  con- 
cern of  Colgate  &  Company  decided  to  adopt  a  novel  adver- 
tising plan,  the  basis  for  which  was  a  test  to-establish  the  relative 
quality  of  its  perfumes  used  by  women,  as  compared  with  some 
of  the  more  popular  iDrands  of  French  perfumes.  It  had  found 
it  almost  iinpossible  to  convince  American  society  women  that 
American  perfumes  were  equal  to  those  made  in  France.  Their 
quality  had  been  established  in  many  ways,  but  still  the  French 
preparations  were,  and  still  are,  sold  in  great  quantities.  This 
advertising  campaign  Vv^as  planned  as  a  part  of  the  firm's  regular 
policy  of  advertising,  which  is  to  advertise  to  promote,  as  a 
regular  incident  of  the  business,  any  sales  campaign  that  may 
be  decided  upon.  The  company  makes  no  specific  advertising 
appropriation,  nor  does  it  figure  to  expend  for  advertising  any 
fixed  percentage  of  its  gross  business.  It  advertises  its  soaps 
and  toilet  preparations  constantly  and  consistently,  taking 
advantage  of  seasonable  and  trade  conditions. 

81 .  Women  Make  the  Decision. — The  test  ])ro|X)sed  was 
arranged  to  get  the  opinions  of  a  group  of  women  as  to  their 
liking  for  six  selected  perfumes,  three  made  by  the  Colgate  Com- 
pany and  three  i^opular  French  perfumes.  Two  prominent 
publisliers  scrv^ed  as  judges  in  the  tests.  They  bought  at  a 
popular  store  the  six  perfumes,  made  a  record  of  their  names 
and  gave  each  a  nimiber,  then  removed  the  labels.  Only  the 
judges  knew  which  numbers  applied  to  named  perfumes.  The 
six  perfumes  were  compared  by  103  women,  representing  busi- 
ness women,  the  stage,  college  women,  editors  of  women's 
magazines,  and  others.  Each  was  asked  to  compare  all  six 
perftimes  and  to  express  her  preference  by  ntmiber,  merely 
recording  which  scent  she  liked  the  best. 


78  MANAGEMENT  OF  §  22 

The  result  of  this  test  was  strongly  in  favor  of  the  Colgate 
perfumes.  Though  a  large  proportion  of  the  women  declared 
their  preferences  for  foreign  perfumes,  and  named  those  they 
habitually  used,  61  per  cent,  of  them  chose  Colgate  perfumes 
as  first.  In  fact,  a  majority  of  these  women  gave  first,  second, 
and  third  place  to  the  domestic  perfumes. 

82.  Interesting-  Test. — This  test  was  interesting  in  more 
ways  than  one.  It  was,  strictly,  a  psychological  experiment. 
The  women  who  made  it  had  nearly  all  of  them  declared  their 
preference  for  foreign  perfumes,  and  yet  when  it  came  to  the 
trial  they  showed  that  they  could  not  distinguish  the  perfumes 
they  had  been  buying  and  for  which  they  had  declared  a  prefer- 
ence. That  perfimie  which  was  most  agreeable  to  their  sense 
of  smell  was  not  the  one  they  had  bought  and  used.  Why  then 
had  they  bought  the  perfume  they  had  used,  and  probably 
honestly  thought  they  preferred?  There  is  more  than  one 
possible  explanation.  Their  mental  predisposition  may  have 
actually  made  the  foreign  perfumes  smell  more  agreeable  to 
them.  But  the  smell  in  that  case  must  have  been  influenced 
by  the  sight.  They  saw  the  Fren'ch  labels  and  imagined  they 
preferred  the  scents  the  labels  covered.  The  difl^erences  between 
the  senses  are  very  subtle  and  hard  to  distinguish.  Probably 
half  of  the  sensations  that  we  call  taste  are  really  senses  of 
touch.  It  is  almost  impossible  to  distinguish  between  the 
senses  of  feeling  and  taste,  in  the  matter  of  food  that  is  taken  into 
the  mouth.  So  it  may  be  assumed  that  the  women  who  thought 
they  preferred  French  perfumes  reall}^  believed  their  judgment 
was  based  upon  their  sense  of  smell.  But  when  the  activit}'  of 
the  sense  of  sight  was  checked,  by  removing  the  labels  from  the 
bottles  of  perfume,  the  sense  of  smell  had  an  opportunity  to 
make  a  correct  report  as  to  the  contents  of  the  bottles. 

83.  Science  in  Advertising. — This  phase  of  this  test 
suggests  how  valuable  in  advertising  are  some  of  the  subtler 
uses  of  science.  Probably  the  Colgate  company  could  never 
have  gained  the  ven'  valuable  indorsement  of  a  group  of  women 
such  as  this  if  they  had  been  asked  to  decide  on  the  relati\'e 
merits  of  the  perfumes  knowing  the  identity  of  each  sample. 


§22  GENERAL,  CA-MrAlGNS  71) 

The  utmost  honest}^  of  purpose  would  not  have  overcome  the 
powerful  suggestion  of  the  foreign  labels,  coupled  with  their 
belief  in  the  superior  qualities  of  the  foreign  articles.  People 
are  made  that  way.  Much  of  the  satisfaction  to  be  had  from 
eating  comes  from  the  knowledge  of  what  is  being  eaten.  The 
strawberry  from  the  grower's  own  garden  is  sweeter  to  him  than 
to  an  outsider.  The  association  of  sense  perceptions  is  something 
that  shrewd  advertisers  must  reckon  with,  and  this  Colgate  test 
shows  how  profitable  it  is  to  take  account  of  it  in  making  plans 
for  general  advertising  campaigns. 

84.  Patient  Tliorousliiie.ss. — ^This  test  was  so  thoroughly 
and  carefully  conducted  that  it  took  more  than  a  year  to  get 
the  results  fully  digested  and  rigidly  verified,  and  the  adver- 
tising campaign  ready  for  the  public.  The  copy  for  the  first 
advertisement,  giving  the  histor}-  of  the  tests  with  an  analysis 
of  the  results,  was  written  and  approved  July  20,  1914,  just  a 
few  days  before  the  breaking  out  of  the  European  war,  which 
put  a  gloorii  over  all  lines  of  business  that  depended  in  any 
degree  upon  commerce  with  the  fighting  European  countries. 
Fortunately  for  itself,  the  Colgate  company  had  but  recently 
received  very  heavy  shipments  of  essential  oils  for  its  perftmies, 
and  did  not  allow  the  war  to  interrupt  its  interesting  advertising 
campaign. 

The  other  lines  of  advertising,  for  dental  cream,  shaving 
soaps,  toilet  soaps,  etc.,  which  the  concern  normally  did,  were 
not  suspended  or  interfered  with.  There  was  no  special  attempt 
made  to  create  a  furore,  nor  to  undertake  to  discredit  the  per- 
fumes made  in  P'rance  and  England.  The  plan  was  to  quietly 
let  the  women  of  America  know  what  this  jury  of  103  American 
women  had  certified  to  as  to  their  preferences. 

85.  Tlie  Advertisements. — The  first  advertisement  gave 
a  carefully  prepared  history  of  the  test,  with  the  results.  It 
occupied  pages  in  the  November  nimibers  of  The  Ladies  Home 
Journal,  Woman's  Home  Companion,  Pictoral  Review,  Vanity 
Fair,  and  Life.  The  first  three  magazines  named  were  used  to 
reach  the  great  body  of  consumers  of  perfumes  who  wish  to  have 
best  available  goods.     The  two  last  mentioned  were  used  to  test 


so  -     MAXAi;i".Mi-:x  r  of  ^-22 

the  class  demand,  us  it  nii<;lit  be  callcil — to  ascertain  if  women 
who  perhaps  were  more  influenced  b>'  custom  and  i^restige 
would  be  swayed  by  a  jjlea  leased  strictlx'  upon  qualit>'.  These 
No\^ember  ]iublications  were  intended  to  ayjijccd  to  the  holiday 
trade,  and  thus  at  once  >;jet  some  merchandising;  mo\'ement  to 
justif}'  the  advertising. 

There  was  no  advertising  of  this  feature  of  the  Colgate  business 
in  the  December  or  January  periodicals,  but  in  the  February 
numbers  of  Vogue  and  The  Ladies  Home  Jounial  there  were  half 
pages.  The  March  Metropolitan  third  cover  was  used,  in 
color.  In  the  April  Vogue  and  Vanity  Fair,  half  pages  were  used. 
The  back  cover  of  The  Pictorial  Reviezc  was  used  in  May.  In 
June  the  back  covers  of  Life  and  Vogue  were  used,  in  colors, 
and  half  pages  in  The  Ladies  Home  Journal  and  Red  Book. 

86.  The  Cost. — The  cost  of  this  special  campaign,  sand- 
wiched in  with  the  general  work  of  the  advertising  and  sales 
department,  was  not  specifically  kept,  so  that  it  is  not  possible 
to  give  it  in  detail.  The  cost  of  the  special  advertising  done 
in  the  magazines  for  6  months  can  be  readily  figured  by  apply- 
ing the  rates  to  the  schedule  given  in  the  previous  paragraph. 
That,  however,  will  not  be  of  very  much  utility,  since  the  adver- 
tising had  not  been  finished,  and  will  doubtless  go  on,  in  con- 
nection with  the  other  advertising  of  the  company,  indefinitely. 
Like  all  the  ad\'erti.sing  of  the  Colgate  company,  it  is  educative 
in  its  nature,  and  is  calculated  to  benefit  all  American  makers 
of  high-class  perfumes. 

87.  Tlio  Kf  roc(  of  t lie  (  ainpa ign . — The  real  efficiency  of 

this  unique  advertising  camjiaign  is  ihc  i)robability  that  it  may 
help  to  rid  the  minds  of  American  women  of  the  fallacy  that 
foreign -made  goods  arc  therefore  more  to  be  desired.  In  this 
sense,  this  camjjaign  has  benefited  several  other  lines  of  Ameri- 
can goods,  as  well  as  all  the  makers  of  good  perfumes.  The 
chief  benefit  will  accrue  to  the  Colgate  company,  because  in 
the  minds  of  the  great  mass  of  consumers  there  will  still  linger 
fictions  regarding  the  value  of  Scotch  and  P'rench  fabrics, 
Austrian  glassware,  French  china,  German  chemicals,  Russian 
brushes,    Italian    olive   oils,   French   wines,   etc.     The  direct 


^--  GENERAL  CAAlIWKiNS  81 

tendencies  of  this  campaign  will  be  to  give  the  Colgate  perfumes 
something  more  of  a  vogme  with  women  who  are  brave  enough 
to  neglect  the  psychologic  charm  of  the  French  names  and 
French  labels.  The  campaigii  will  fall  far  short  of  its  purpose 
if  It  does  not  implant  in  the  minds  of  American  women  the 
wholesome  principle  that  it  is  the  quality  of  the  contents  of  the 
bottle,  rather  than  the  optical  cliami  of  tlie  Frencli  labels,  which 
they  should  seek. 

88.  This  campaign  cannot  be  estimated  with  the  defmite- 
ness  that  can  be  applied  to  other  advertising  campaigns.  The 
European  war  turned  much  trade  into  American  channels, 
and  also  influenced  many  Americans  to  consider  American 
products  more  favorably.  It  is  likely  that  the  sale  of  Colgate 
perfumery  would  have  been  somewhat  larger  after  the  declara- 
tion of  war,  irrespective  of  this  advertising  campaign,  though 
It  IS  to  be  doubted  if  much  more  strictly  American  perfumery 
would  have  been  purchased  by  the  class  of  women  that  pinned 
their  faith  to  the  French  labels.  The  drift  toward  Colgate 
perfumes  was  distinctly  observable  very  soon  after  the  campaign 
was  fairiy  under  way.  The  company  is  conservative  in  its 
estimating  of  advertising  influence.  It  regards  advertising  as 
essential,  and  does  not  attempt  to  assign  proportions  of  trade 
increase  to  this  or  that  campaign  or  advertisement. 

But  there  w^as  a  certain  well-defined  increase  in  sales  of  the 
particular  perfumes  dealt  with  in  this  test  campaign  which 
proved  its  efficienc3^  The  effect  had  but  just  begun  to  be  felt  at 
the  time  this  information  was  obtained,  and  the  company  felt 
that  it  had  been  eminently  successful.  It  had  added  per- 
manently to  its  sales  a  certain  ina'case  which  was  expected  to 
grow. 

89.  The  Plan  a  Daring  One.— Tiie  plan  itself  was  a 
danng  one.  Not  only  did  the  company  pin  its  faith  to  its 
knowledge  of  the  quality  of  its  product,  and  risk  an  adverse 
verdict  from  the  jury  of  women,  but  it  faced  a  failure  of  the 
whole  plan.  It  is  a  very  difhcult  and  delicate  undertaking 
to  get  103  women  to  express  definite  opinions  on  anv  subject, 
and  a  much  more  difhcult  matter  to  get  them  to  record  those 


YOUR  oun   prt-fcriiKf    in   the  2^ 

matter  of  pertiimes  should  pass  % 

judgment  — anJ  will  do  so   if  tl 

uninfluenced— as  to  what  yOu  really  H 

prefer.  The  test  described  below  shows  p 

you  how  to  decide  this  very  personal  A 

question  to  your  absolute  satisfaction—  m 

just  as   it  showed   those  who   made  t| 
the  original  test.' 

This  test  was  niadebyibj  iep'rescnt,i(i\c 
women,  comparing  six  perfumes  without 
.seeing  the  labels  or  knowing  the  names. 

Three  of  the  perfumes  were  the  most  popu- 
lar foreign  scents  and  three  were  domestic      ; 
(Florient.   Splendor    and    Eclat i.   made   h> 
Colgate  &  Company. 

Over  3^  of  the  103  women  chose  Colgate  >; 
but  what  is  more  signilkant  is  that  belori.' 
making  the  test  61  of  the  lo3  said  Ihey 
preferred  a  foreign  perfume,  yet  when  the 
influence  of  a  foreign  label  was  removed  4i  ol 
the  61,  or  2  3  of  them,  chose  Culgate  s  Inst. 

Since  this  experiment  was  made  thousands 
of  women  liave  made  the  same  test  \Mth 
interesting  results 

You  too  can  make  the  test 

Let  us  send  vnu  three  Perfumer's  Teslinx  Snips 
mi,.i.ilure  vi.ils  of  llic  three  Oil.ijale  Perfumes  .iiij  .111 
exlr.i  TeslMig  Sitip  so  Ihat  vnu  nuvc.imp~ii-  IheNe 
new  ColKatescenIs  with  the  perfume  viu  .ite  ivn\ 
using.  The  TesI  Material  will  be  seiii  mi  rec^ipi  "I 
your  lelter  enclosing  a  2c  stamp  for  mailing. 

You  will  discover  (as  many  others  h.ive)llul  in  deh- 
iacv,  in  refinement,  in  individuality,  and  above  all  in 
thai  indetinable  vwhW/i/h^  which  governs  a  mallei  ol 
eh' ■ice. Colgate  I'ei  fumes  e.\pi  ess  vouncal  preference. 

COLGATE  &  COMPANY 

Perfume  Coi.leM  Depl. H.  199  Fullon Sired. New YoiU 

fcMjWisticd  in  AnKfifj  iSnTi 

A*.iiJ(d  (juiid  Pci«,  Pji.-.  ■.•)i<n 


In    ii'ia 


'jciat~ 


.^^ 


Fig.  10 

Re4ucerl  from  Houhlp-rnlumn   magazine  a  'vrr- 
tisement.  MJ  inches  deep. 

82 


§22 


GENl'.RAL  CAAIPAinNS 


83 


opinions  i\nd  consent  to  have  them  used  for  a  commercial  pur- 
pose. If  the  plan  failed,  or  if  the  conclusions  of  the  women 
had  been  against  the  comj^any,   there  would  have  been  an 


Nobody'  Knew  Which  Was  Which 

Tlvso  MX  numbei^d  boitlfS  contained  SIX  diffcTc-ni  pc-iiumci — 3  poi'u- 
lar  imponed  sceitts  and  3  domestic.  Splendor,  Floiieiit  and  tclat, 
made  by  Colgate  &  Co.  The  six  were  compared  by  103  women, 
representing  busuiess  women,  the  stage,  college  women  and  others. 
Each  was  asked  to  compare  all  six  perfumes  and  to  express  her 
preference  by  number — jud'j;ing  merely  by  which  scent  she  liked 
best — with  no  names  or  labels  to  influence  her. 

This  is  the  Way  They  Chose: 


1st  ChuiCe  of  28 

voniL-n  a,lg.il.r's  Floiit-nt 

Ist  choic 

;  of  12  wu 

mn  F..re,g, 

Pelflim 

Ul  cliuict^  of  26  \ 

vonun  ColgJlf 's  Splendor 

1st  choic 

e  of  10  « ., 

rien  Foieyi 

1st  choice  of  18  \ 

omen  Foreign  Perfume  No  4 

1st  choic 

•  of  9  wo 

.en  Coli;riU 

•s  £i.l;it 

This  test— which  was  absolutely  impartial— shows  very  clearly  that  the  supposed  superi- 
ority of  imported  perfumes  is  not  actual.  With  the  inlluence  of  a  foreign  label  removed, 
and  choices  made  from  fragrance  alone,  ColiJUte's  Perfumes  were  chosen  by  more  than  J  s 
of  the  women— thous^h  most  of  them  had  said  Iv/uiv  llu-  t.sl  that  they  preferred  imported 


Tierfumes. 


You  Can  Make  the  Test 


Let  us  send'you  full  instructions,  with  three  Perfumer's  Testing  Strips  and  miniature  vials 
of  the  Colgate  Perfumes,  Floricnt,  Splendor  and  Eclat,  so  that  you  may  compare  them  with 
the  perfume  you  are  now  using.  This  Test  Material  will  be  sent  promptly«m  receipt  of 
your  letter  enclosing  a  2c  stamp  for  mailing.  We  are  confident  that  it  will  convince  you, 
too,  that  in  fragrance,  refinement  and  delicacy— and  above  all  in  that  indelinable  miicthiiig 
which  governs  matters  of  choice— you  will  find  your  preference  is  for 


Fig.  U 
Reduced  from  magazine  advertisement,  size  8  inches  by  10  inches 

eml^arrassing  situation.  But  as  it  did  not  fail,  and  as  the  ver- 
dict was  in  favor  of  the  com])any's  product,  it  must  be  counted 
as  one  of  the  interesting  applications  of  advertising  methods 


84  MANAGEMENT  OE  §  22 

to  uncover  to  the  public  quality  in  goods  advertised,  and  to 
establish  for  advertising  the  claims  made  for  it  as  an  agent 
that  may  be  emplo}'ed  to  clarify  dealings  between  advertisers 
of  goods  and  bviyers  of  goods. 

90.  Facts  Were  Skilfully  Used. — The  facts  developed 
by  this  test  were  skilfully  used  in  the  advertising,  as  may  be 
seen  by  referring  to  the  samples  shown  in  Figs.  10  and  11. 
There  was  no  attempt  to  make  capital  against  the  foreign  per- 
fumes. The  natural  inference  was  quite  the  opposite — that 
American  enterprise  had  at  last  overcome  the  obstacles  nature 
and  commerce  had  placed  in  its  path  and  succeeded  in  pro- 
ducing perfumes  that  were  equal  to  those  coming  from  France, 
where  the  art  of  perfume  making  had  been  developed  for  genera- 
tions, and  where  nature  itself  had  conferred  certain  advantages. 
Commercial  conditions  in  this  country  have  rendered  it  unprofit- 
able to  raise  sufficient  quantities  of  the  flowers  necessary  for 
perfume  making,  and  to  extract  from  them  the  essential  oils 
required.  The  problem  for  American  perfimiers  is  therefore 
to  build  their  business  on  the  basis  of  imported  fundamental 
materials.  In  1  \'ear  Colgate  &  Company  imported  the  oils 
from  more  llian  1,-100  tons  of  rose  petals. 

91.  Adverti.sing  May  Sway  Opinion. — This  campaign 
teaches  that  if  the  proper  methods  are  used,  advertising  may  be 
employed  to  change  the  temper  of  mind  of  masses  of  people, 
to  prepare  them  to  receive  sales  arguments  in  favor  of  specified 
products.  People  are  alwaj^s  open  to  conviction.  They  always 
want  to  be  shown.  This  campaign  showed  them,  and  there- 
fore it  w^s  bound  to  be  a  commercial  success.  It  was  frank, 
honest,  straightforward  in  its  plan  andmethods,  and  no  exagger- 
ated importance  was  placed  on  the  results  of  the  test  that  was 
made  to  furnish  for  it  a  foundation. 

Thinking  that  develops  original  ideas  like  this,  is  what  marks 
the  difference  between  the  high-salaried  advertising  man  and 
the  'ndifferent  one.  vSuch  ideas  may  seem  to  come  in  a  flash, 
but  nine  times  out  of  ten  they  are  the  result  of  keeping  the 
mind  everlastingly  alert  towards  one's  business. 


§  22  GENERAL  CAMPAIGNS  85 


INTERNATIONAL  SILVER    C  OMl'ANY   CAMPAIGN  TO 
CULTIVATi:  THE  PUBLIC 

92.  Advertising  for  Indirect  Results. — Some  of  the 
more  important  and  successful  advertising  campaigns  are 
planned  without  expectation  of  direct  results,  in  sales  that  can 
be  traced  and  estimated.  They  are  undertaken  to  give  the 
business  a  background  of  good  marketing  policy,  and  to  estab- 
lish the  name  and  quality  of  goods  in  the  minds  of  the  people 
so  fiiTnly  that  when  such  goods  are  needed  no  other  name  will 
come  into  the  mind.  The  cost  of  campaigns  of  this  nature  is 
figured  into  the  general  selling  expense,  just  as  are  the  salaries 
or  commissions  of  the  salesmen.  There  are  many  concerns 
that  use  advertishig  in  this  sense.  They  do  not  look  for  returns 
that  can  be  computed.  They  regard  the  advertising  as  part 
of  their  legitimate  expense,  incurred  in  their  general  plans  to 
get  their  goods  into  the  markets,  and  to  get -a  consumer  demand 
for  them.  The  most  successful  advertisers  in  this  class  employ 
advertising  managers  who  are  merchandisers  as  well  as  adver- 
tising men.  Some  of  the  concerns  that  have  pursued  this 
policy  for  many  years  have  advertising  managers  who  have 
grown  up  with  the  business.  The  modern  trend  is  toward  the 
development  of  expert  merchandising  ability  as  well  as  adver- 
tising ability.  Sometimes  these  men  are  officers  in  the  cor- 
]joration  they  serv^e,  or  are  managers  of  sales.  Such  men  seek 
to  create  a  state  of  mind  among  a  large  number  of  piu-chasing 
people,  and  to  cultivate  the  favorable  consideration  of  retailers 
and  jobbers. 

A  campaign  conducted  for  the  purpose  just  mentioned  is 
that  of  the  International  Silver  Company,  a  description  of 
which  follows. 

98.  IIi.stor.y  of  the  Company. — Some  17  or  18  years  ago 
the  men  connected  with  the  Meriden  Britannia  Company 
bought  U]:)  several  other  manufacturers,  and  formed  the  Inter- 
national Silver  Company.  The  men  in  the  purchased  com- 
panies who  had  made  good  records  were  taken  into  the  new 
eomT)any,  so  that  the  officers  and  executives  were  all  practical 


86  MANAr.KMP.NT  OF  "       § -J'J 

men.  These  men  owned  most  of  the  stock  of  the  International 
Silver  Company,  and-  have  continued  to  hold  it.  There  are  no 
speculators  in  it.  It  was  the  object  of  the  company,  and  of 
all  the  stockholders,  to  manufacture  and  sell  silverware.  This 
policy  made  it  necessary  that  an  intelligent  advertising  policy 
sliould  be  adopted.  The  advertising  manager  was  a  man  who 
had  been  with  the  Britannia  company  several  years,  and  he 
became  a  stockholder  in  the  new  company.  He  is  still  the 
advertising  manager,  but  the  basis  of  all  his  work  is  the  market- 
ing end  of  the  business. 

94,  Growth    of'tlie    Compaiiy'.s    Advertising. — The 

International  Silver  ComjDany  Ijegan  its  advertising  by  spending 
$75,000  during  the  first  year  of  its  corporate  existence.  It  has 
increased  the  amount  until  it  is  now  spending  about  a  quarter 
of  a  million  dollars  annually.  But  it  does  not  appropriate  a 
fixed  suin,  nor  does  it  insist  that  its  advertising  cx])enditure 
shall  amount  to  a  certain  percentage  of  its  gross  business.  Its 
officers  believe  that  advertising  should  be  used  to  ]:)roduce  in 
the  puljlic  mind  a  certain  sentiment  toward  itself  and  tlie  goods 
that  it  jjroduces,  and  between  dealers  and  itself.  To  accom- 
plish this,  its  advertisements  now  a])ijear  in  about  50  of  the 
best  general  niediums,  about  400  country  jxipers,  about  15  trade 
papers,  and  in  several  of  the  best  dailies  that  are  published 
within  the  spheres  of  its  retail  stores. 

95.  Foundations  of  the  Business. — Back  in  the  middle 
years  of  the  19th  century  there  were  several  manufacturers  by 
the  name  of  Rogers  in  Connecticut  who  made  good  silverware. 
Some  of  them  established  some  of  the  companies  that  eventualh- 
became  the  International  Silver  Company,  and  iViany  of  the 
brands  of  goods  established  under  the  name  Rogers  are  still 
made  by  the  present  company,  though  there  is  but  one  brand 
of  tableware  which  bears  the  brand  18^7  Rogers  Bros.,  or  is 
directly  referred  to  in  connection  with  a  later  trade  mark,  The 
18Jf7  Girl.  While  the  International  Silver  Company  has  taken 
shrewd  advantage  of  the  reputations  established  by  its  con- 
stituent companies,  and  keeps  the  sentiment  connected  with 
them  alive  in  its  advertising,  it  has,  by  its  own  sound  Imsiness 


§  22  GENERAL  CAMPAIGNS  87 

policy,  and  its  careful  and  honest  advertising,  created  for  its 
own  name  a  very  substantial  reputation.  Its  name  is  signed 
to  all  the  advertising  for  all  the  factories,  and  is  a  guarantee 
that  the  old-time  reputation  of  the  original  companies  is  con- 
tinued, and  strengthened  by  all  the  newer  knowledge  and 
processes  of  manufacture. 

96.  Utilizing  Sentiment. — There  is  always  a  sentiment 
in  the  minds  of  many  people  in  favor  of  old  things,  and  things 
made  by  concerns  that  have  long  been  established.  In  silver- 
plated  ware  there  has  been  a  good  deal  of  sham.  This  was 
especially  true  some  years  ago,  when  tnuch  of  the  so-called 
silver-plated  ware  was  merely  washed  with  a  solution  in  which 
a  small  amount  of  silver  had  been  dissolved.  But  this  Rogers 
Brothers  company  made  genuine  goods  all  through  the  era  of 
sham,  and  made  a  reputation  for  square  dealing.  Thus  its  name, 
which  had  been  legally  acquired  by  the  International  Silver 
Company,  had  a  large  value  as  an  advertising  shibboleth.  The 
Rogers  Brothers  goods  were  of  course  continued,  and  the  Rogers 
Brothers  reputation  for  good  goods  and  fair  dealing  was  jealously 
guarded  and  grafted  onto  the  more  modem  business  of  this 
company. 

97.  The  atmosphere  of  the  times  around  1847  was  studied 
carefully,  and  transferred  to  the  advertising  of  the  20th  century, 
thus  appealing  to  the  popvdar  belief  that,  in  merchandising  at 
all  events,  those  times  were  better  than  these.  Many  of  the 
people  who  buy  largely  of  silverware  are  quite  likely  to  be  at 
or  past  middle  life.  Even  the  silver  for  "newlyweds"  is  often 
bought  by  the  parents,  or  even  by  the  grandparents.  People 
at  about  middle  life,  or  past,  think  much  of  the  "Good  old 
times."  They  are  inclined  to  believe  that  the  merchants  who 
served  their  fathers  were  better,  that  the  manufacturers  of 
those  days  made  better  goods. 

This  sentiment  is  well  imderstood  by  good  merchants  and 
manufacturers.  They  do  not  try  to  combat  it.  They  study 
it  and  turn  it  to  account.  This  is  why  this  company  has  woven 
into  its  advertising  the  1847  motive  so  persistently  and  so 
attractively. 

I  L  T  102C— 28 


88  MANAGEMENT  OF  §  22 

98.  Capitalizing  llie  Past. — The  advertising  of  this  com- 
pany has  played  up  the  1847  motive  very  shrewdly  and  inter- 
estingly. The  advertising  manager  has  delved  in  the  records 
of  old  New  England  to  very  interesting  purpose.  He  has 
brought  to  light  a  mass  of  delightfully  interesting  social  and 
business  information  about  that  period,  and  has  so  adroitly 
utilized  it  as  to  have  given  his  advertising  a  very  distinct  char- 
acter of  its  own.  It  has  not  simply  declared  the  qualities  of 
the  International  silver,  but  it  has  appealed  to  the  literary 
and  historical  tastes  of  people  who  have  seen  it,  and  it  has 
always  had  this  extra-advertising  quality  of  interest  and  charm. 

Out  of  this  idea  of  hitching  the  modern  concern  up  with  the 
reputation  of  the  ancient  house  has  come  a  very  charming 
1847  girl,  who  is  as  pervasive  and  bewitching  as  Phoebe  Snow, 
of  the  Lackawamia  railroad.  She  has  manifestly  nothing  to 
do  with  the  silverware  made  by  this  company,  and  that  is  one 
reason  why  she  has  proved  to  be  so  valuable  as  an  element  of 
the  advertising.  She  has  helped,  by  her  dainty  personality, 
to  get  the  silver  idea  into  the  minds  of  a  great  many  people 
whose  interest  would  not  have  been  attracted  by  an  ordinary 
advertisement.  She  is  as  charming,  in  a  different  way,  as  the 
wholesome  Dutch  girl  who  is  so  patiently,  and  so  smilingly, 
serving  Baker's  chocolate.  It  is  hard  to  estimate  the  value  of 
a  touch  of  pure  charm,  such  as  these  three  advertising  girls — 
Phoebe  Snow,  the  Dutch  chocolate  girl,  and  the  Rogers  1847 
girl — in  an  advertising  campaign,  but  it  is  great. 

99.  Living  Up  to  the  Advertising. — It  is  the  policy  of 
the  International  Silver  Company  to  live  up  to  its  advertising. 
Therefore,  its  advertising  is  very  carefully  planned  and  used. 
It  is  difficult  to  prepare,  because  the  constituent  companies 
forming  the  International  company  retain  their  fundamental 
and  original  policies.  They  are  managed  very  much  as  they 
were  when  they  were  independent.  They  make  different  goods, 
of  different  values.  One  may  make  solid  silver,  standard  in 
design  and  quality.  Another  may  make  good  or  low-priced 
plated  ware,  while  still  another  may  make  specialties  for  jobbers 
or  otlier  distributors,   which  get  into  the  consumers'   hands 


IW 


A  New  Pattern— OLD  COLONY 

TKe  Old  Colony  is  tJie  highest  achievement  attained  in  silver  plated  ware.  The 
design  possesses  individuality  without  sacriBce  of  simplicity  or  purity  of  outline.  The 
pierced  handle  deserves  especial  attention.  Appropnate  for  any  time  and  place,  it 
IS  pre-eminently  filled  for  Colonial  and  Old  E-nglish  dining  rooms.     Like  all 

1847  ROGERS  BROS. 

"Silver  Tlate  that  Wears" 

it  U  made  in  the  heaviest  grade  of  silver  plate,  and  is  backed  by  the  largest  makers  in 
the  world,  with  an  unqualified  guarantee  made  possible  by  the  actual  test  of  65  years. 
Sold  by  all  leadine  dealers.    Send  for  illustrated  catalogue  " 
MERIDEN  BRITANNIA  COMPANY,  Meriden,  Conn. 

(tnleni3Ui>n:il  Silver  Co..  Successor) 


89 


Fig.  12 
Reduced  from  standard  magazine  page  size 


90  MANAGEMENT  OF  §  22 

with  the  maker's  mark,  or  some  special  stamp  of  the  dealer 
handling  the  line ;  and  the  factory  making  the  line  is  named  in 
the  advertising,  as  well  as  the  International  company. 

This  condition  makes  it  possible  to  individualize  the  goods 
of  any  factory,  or  of  the  International  company  itself.  It 
also  makes  it  difficult  to  preach  comparative  quality.  The 
product  of  the  factory-  making  solid  wares  must  not  be  praised 
at  the  expense  of  the  plated  wares  turned  out  by  another  fac- 
tor}-; nor  must  these  latter  goods  be  exalted  at  the  expense  of 
the  lower-priced  product  of  the  factory  making  specialties  for 
souvenirs  or  prizes. 

100.  Restrained  Policy. — To  some  of  the  vivid  adver- 
tisers of  today  the  modest  and  restrained  policy  of  this  com- 
pany doubtless  seems  tame,  and  possibly  ineffective.  The 
record  does  not  sustain  such  a  view. 

101.  Since  its  organization  the  business  of  the  International 
Silver  Company  has  practically  doubled.  In  some  localities, 
and  as  regards  certain  lines  of  goods,  it  has  more  than  doubled. 
And  it  is  to  be  remembered  that  it  was  a  large,  prosperous,  well- 
organized  and  shrewdly  conducted  business  when  the  amalga- 
mation took  place.  The  increase  has  all  come  as  a  result  of  the 
marketing  policy  of  the  company;  and  the  advertising  is,  and 
always  has  been,  one  of  the  chief  elements  in  this  policy;  not, 
let  it  be  always  remembered,  the  chief,  or  controlling,  element. 
The  advertising  has  never  dominated  the  selling  or  the  manu- 
facturing policy. 

102.  Value  of  Beauty. — It  will  be  seen,  by  reference  to 
the  advertisements  reproduced.  Figs.  12,  13,  and  14,  that  the 
chief  characteristics  of  the  advertising  of  the  International  Silver 
Company  are  beauty  of  form  and  illustration,  simplicity  and 
brevity  of  the  text,  and  individuality.  There  are  no  special 
novel  effects,  yet  there  is  a  very  high  degree  of  distinction. 
The  Rogers  1847  girl  is  always  in  evidence,  and  there  is  often 
a  bit  of  alluring  interior  sTiown.  There  is  the  attraction  of  this 
character  of  decorative  illustration,  leading  to  charming  pic- 
tures of  two  or  three  i^ieces  of  silver;  there  is  the  brief  and^ 


^0^i:k§  lEi^m 


Kjnjrnwett' 


Silver  9^iaie  that  Wears' 


ie  duesls  admire 
tlie  beauty  of  xje^ur 
silverware  the  stamp 

1847  Rogers  Bros. 

on  spoons,ibrKs,Kiirves,ek 
assures  ipii  of  its  quality 

Evervf  piece  backed.  I57 
ail  Linqualified  guarantee 
made  possible  bi^  the  acl- 
Lial  test  of  over  0^  years 


Sold hif  laadmaT)eaUrs.       Send  /or  illus6n{ed  QaialoAu'.  E-23" 

INTERNATIONAL  SILVER- CO^  MERIDEN,  CONN. 

Sua:e,sa>-  /oJKer.J.in.  :3^HajuucL,  Go. 


ffull  line  exJU. 


NEW  YORK:     Si\N  FRANCtSCO     CHICAGO     HAMILTON,   CAIMADA 
'^fta'Hbrld's  Lat^iTHahx- of  Sierhrui  Siher  amlJ-'laie, 
exliibiixd,  aifhnawa.-Jhci&i:  ExposHioxi- 


91 


Fig.  13 
Reduced  from  standard  magazine  page  size 


1)2  MANAGEMENT  OF  §  22 

explicit  text,  inviting  in  its  substance  and  inferences,  but  not 
at  all  insistive  in  its  nature.  The  period  illustration  attracts 
pleased  attention,  the  object  illustration  suggests  the  goods, 
the  text  makes  the  argument — the  three  major  elements  in  the 
efficient  advertisement. 

103.  Advertising-  All  the  Time. — The  policy  behind  the 
advertising  is  simple.  It  is  to  advertise  all  the  time,  and  in 
a  large  nimiber  of  good  mediums.  The  advertisements  are 
usually  full  pages  in  the  national  mediums  and  trade  papers, 
and  they  are  given  preferred  position  when  possible — back 
pages  in  full  color,  inside  pages  if  back  pages  are  not  available. 
Periodically  $10,000  is  paid  for  a  fourth  cover  of  one  general 
medium,  and  Advertising  Manager  Snow  says  it  is  the  best 
advertising  he  does.  The  copy  is  written  for  women  rather  than 
for  men,  even  when  the  advertisement  is  placed  in  periodicals 
read  chiefly  by  men.  The  trade  papers  are  used  to  keep  in 
close  touch  with  the  dealers.  The  country  papers  are  used  for 
general  publicity  purposes,  and  to  spread  the  knowledge  of  the 
Rogers  Brothers  1847  silverware  widely. 

104.  Cultivating  tlie  Dealers. — ^A  great  deal  of  atten- 
tion is  given  to  the  dealers,  and  the  advertising  is  all  very 
carefully  exploited  with  them.  Advertising  for  dealers'  use  is 
prepared  and  furnished  to  them  in  plate  form,  free.  They  are 
given  a  great  variety  of  other  advertising  material,  and  are 
helped  in  their  window  dressing,  etc.  All  progressive  adver- 
tising manufacturers  now  help  the  dealers  in  many  ways.  This 
company  is  thinking  of  some  new  way  often  enough  to  keep 
the  dealers  feeling  friendly  toward  it. 

The  company  keeps  men  in  the  field  for  the  special  purpose 
of  visiting  the  dealers  and  helping  them,  if  opportunity  offers. 
These  men  do  not  sell  goods.  They  give  their  whole  time  and 
talents  to  the  dealers'  interests.  They  do  not  insist  upon  work- 
ing for  the  International  silver,  through  dealers.  They  are 
ready,  and  able,  to  advise  upon  any  merchandising  problem, 
and  they  do  that  all  the  time.  They  are  able  to  map  out  a 
complete  selling,  buying,  advertising,  working  policy  for  any 
merchant  who  needs  such  assistance. 


'Silver  Plate  That  Wears 


'Beauty 


Quality 


The  "Vintage"  is  one   of  the  most  popular 
patterns    that    ever    bore    the    trade-mark 


«ft 


1847  ROGERS  BROSr 


This  brand  of  silver-plate   is  the  Rradual  devclopnicut  of  nearly  sixty  years' 
experience— Rogers  Kios.  being  estal.lislied  in  1S47  ,       o       ..     . 

There  are  imitations  of  our  patterns,  as  well  as  the  trade  mark      See  thai  you 
procure  the  geinime.sold  by  lea. ling  dealers      Write  us  for  catalogue  •'S-28." 

M1;KII>I.N    HIIITAVM  a   ««►..   Merldcn.  cJiin.  lliiurumiouol  Silver  Co.  Succi:»«or>. 


93 


Fig.  U 
Rcdutcd  from  standard  magazine  page  size 


94  MANAGEMENT  OF  §  22 

105.  Tlie  Ideal  Relations. — This  campaign  is  notable 
as  an  example  of  the  ideal  relation  of  advertising  to  a  broad 
and  acute  policy  of  marketing,  where  stability  and  natural 
growth  are  sought,  rather  than  spectacular  but  insecure  progress. 

106.  Quality  and  Truth  in  Advertising. — The  adver- 
tising value  of  quality  has  always  been  known  to  be  great. 
That  is  what  has  led  to  much  of  the  misleading  advertising. 
The  assertions  in  advertising  which  are  not  justified  by  the 
goods  are  what  constitute  fraudulent  advertising,  and  it  is 
against  this  misleading  advertising  that  the  great  campaign 
for  "Truth  in  Advertising"  has  been  launched  by  the  Asso- 
ciated Advertising  Clubs  of  the  World.  But  it  is  not  the  readers 
of  advertising  who  are  the  most  severel}^  damaged  by  mislead- 
ing advertising,  after  all.  It  is  the  advertisers  themselves. 
They  are  waking  up  to  this  truth,  and  now  it  is  the  large  and 
intelligent  advertisers  who  are  doing  the  most  to  lift  adver- 
tising out  of  its  early  reputation  and  to  establish  it  upon  a 
reputable  business  basis.  It  pays  better  to  tell  the  truth  in 
advertising.  So  we  find  some  of  the  more  interesting  and 
productive  general  advertising  campaigns  based  upon  this 
shibboleth  of  truth  in  advertising,  and  that  the  goods  of  the 
big  advertising  concerns  are  being  brought  up  to  the  maximimi 
of  the  statements  made  in  advertising.  These  advertising 
campaigns  have  a  very  great  social  and  economic  value,  apart 
from  their  value  in  selling  goods  for  the  advertisers. 


IMPERIAL  COFFEE  CAIVIPAIGN 

107.  As  an  example  of  another  plan  that  might  be  employed 
to  reach  the  general  public,  a  campaign  will  be  outlined  based 
on  the  following  assumed  conditions  of  the  Mexican-American 
Coflfee  Company. 

108.  Former  Trade  Cliaiuiel. — The  company  has  for 
years  been  selling  its  coffees  in  bulk  through  commission  men 
and  jobbers,  has  never  attempted  to  popularize  any  of  its  goods 
as  a  distinct  brand.  Selling  in  bulk  at  a  low  figure  to  the  job- 
bers, the  product  has  gone  direct  from  the  jobbers  to  large 


§  22  GENERAL  CAMPAIGNS  95 

retailers  and  has  been  sold  to  the  consumer  merely  as  coffee 
of  three  grades — "cheap,"  "good,"  and  "best."  Being  sold 
without  special  name,  the  coffee  has  established  no  permanent 
market  for  itself.  Whenever  the  retailer  could  buy  bulk  coffee 
a  little  cheaper  than  the  coffee  of  the  Mexican-American  Coffee 
Company,  he  bought  it  and  sold  to  his  regular  customers  with- 
out any  difficulty.  As  the  customers  did  not  know  what  coffee 
they  had  been  buying,  unless  the  new  coffee  was  decidedly 
inferior  in  taste,  the  change  from  one  to  the  other  was  easy  for 
the  retailer.  This  made  the  trade  of  the  Mexican-American 
Company  uncertain — ^made  the  demand  for  its  goods  dependent 
entirely  on  the  price  they  made  the  jobbers.  They  had  no 
hold  on  the  consumer;  the  consumer  belonged  to  the  retailer, 
the  retailer  to  the  jobber,  and  the  producer  of  the  coffee  got 
what  he  could. 

109.  Plans  of  the  Company. — The  company  owns  large 
coffee  plantations  in  Mexico,  which  include  some  unusually 
high  plateaus  that  produce  coffee  of  a  superior  grade.  An 
altitude  of  between  3,000  and  4,000  feet  is  necessary  in  order 
to  produce  the  best  flavor  in  coffee.  The  company  decides 
to  popularize  this  high-land  grade,  to  give  it  the  name  of 
Imperial  Coffee,  and  to  sell  it  in  air-tight  tin  cans  holding 
1  pound  each,  the  retail  price  to  be  45  cents  a  pound. 

110.  Selling   Points    and    the    Marketing    Methods. 

There  are  many  good  selling  points  connected  with  the  product 
and  marketing  methods  of  this  company.  Firms  engaged  in 
roasting  coffee  for  the  trade  enter  the  open  market  each  season 
to  find  among  the  importations  of  new  crops  something  that 
matches  as  closely  as  possible  the  grades  they  marketed  the 
preceding  season.  This  matching,  though  not  always  impos- 
sible, is  very  difficult,  as  a  buyer  may  secure  a  portion  of  a 
certain  crop  this  season,  while  next  season  that  crop  may  go 
elsewhere,  and  the  best  the  buyer  can  do  is  to  produce  a  blend 
that  may  come  near  the  original  but  is  not  exactly  the  same  in 
flavor. 

The  Mexican-American  Company,  marketing  the  product 
grown  on  its  own  soil,  is  able  to  provide  the  consumer  with 


or,  MANAGEMENT  OF  §  22 

the  same  grade  of  coffee  year  after  year.  Having  its  own  labor 
on  the  coffee  plantations,  the  company  can  pick  the  coffee 
berries  at  various  intervals  all  through  the  bearing  season  and 
get  them  at  just  the  stage  of  full  ripeness,  making  the  coffee 
more  nearly  uniform  than  it  would  be  if  the  crop  were  picked 
only  two  or  three  times  during  the  season  and  many  green  and 
overripe  berries  were  gathered. 

111.  The  coffee  bean  is  merely  one  kernel  of  a  berry  much 
like  a  cherry  in  size  and  color.  There  are  two  kernels  to  each 
berry,  and  the  berries  grow  in  clusters.  As  the  berries  are 
gathered  by  the  native  pickers  daily  on  the  Mexican-American 
plantations,  they  are  brought  in  and  soaked  in  water  overnight 
to  soften  the  pod.  On  the  following  day,  they  are  run  through 
a  pulping  machine,  which  removes  the  outer  skin,  or  pod.  Then 
they  are  placed  in  a  fermenting  vat,  where  they  are  acted  on 
chemically  for  from  24  to  30  hours,  so  as  to  loosen  the  pulp. 
The  berries  are  then  run  through  an  immense  tank,  where  they 
are  thoroughly  cleansed  by  a  washing  process,  still,  however, 
leaving  the  coffee  bean  incased  in  the  inside  hull,  or  parchment, 
as  it  is  called,  though  the  outside  pulp  has  been  washed  off.  This 
parchment  entirely  encloses  the  bean  and  serves  as  a  protection. 

A  gravity  process  is  employed,  by  means  of  which  the  coffee, 
after  being  pulped  and  washed,  is  carried  by  the  flowing  water 
through  a  cement  channel,  or  trough.  The  perfect  beans, 
which  are  heavier,  go  to  the  bottom,  while  the  dead,  or  imper- 
fect ones,  rise  to  the  surface  and  are  carried  away.  This  leaves 
only  the  perfect  product  for  marketing.  The  coffee  is  then 
spread  on  an  immense  cement  floor  in  the  open  air,  where  it  is 
partly  dried  in  the  sun.  Next  it  is  placed  in  steam  dryers,  and 
after  being  thoroughly  dried  and  still  in  the  parchment,  it  is 
sacked  ready  for  shipment.  All  this  work  is  done  on  the  plan- 
tation, in  a  large  coffee-curing  establishment  equipped  with 
modern  machinery.  The  result  is  that  Imperial  Coffee,  from 
the  gathering  of  the  berries  to  the  shipping  of  the  beans,  receives 
the  most  careful  attention  and  treatment. 

To  send  the  coffee  incased  in  the  hull,  or  parchment,  to  the 
roasting  plant  is  expensive,  but  the  result  is  a  better  coffee. 


§22  GENERAL  CAMPAIGNS  97 

Green  coffee  readily  absorbs  dampness,  and  unless  it  is  handled 
carefully  while  in  transit,  keeping  it  apart  from  the  rest  of  the 
cargo  from  which  it  could  become  contaminated  by  the  absorp- 
tion of  odors,  its  fine  flavor  will  be  destroyed.  For  this  reason, 
Irjiperial  Coffee  is  shipped  in  the  parchment,  and  much  care 
is  exercised  in  securing  its  transportation  in  vessels  that  are 
sanitary  and  have  good  facilities  for  keeping  the  green  coffee 
uncontaminated. 

112.  While  these  careful  methods  have  been  followed  for 
years,  the  concerns  that  purchase  and  roast  coffees  for  the  trade 
have  not  been  willing  to  pay  the  Mexican-American  Company 
what  it  feels  it  should  have  for  this  high-grade  product.  The 
company  has  therefore  built  a  roasting  plant  of  its  own  near 
New  York  City,  with  a  view  to  beginning  an  advertising  cam- 
paign, and  playing  a  leading  part  in  the  marketing  of  its  coffee. 

When  the  crop  is  received  at  the  roasting  establishment, 
the  hull,  or  parchment,  is  removed  by  special  machinery  manu- 
factured for  that  purpose.  The  green  coffee  is  then  spread 
upon  clean  floors  and  allowed  to  remain  there  until  it  is  thor- 
oughly dried  and  aged  sufficiently  to  be  roasted.  It  is  roasted 
in  immense  cylinders  under  the  direct  supervision  of  an  expert, 
who  examines  it  constantly,  as  it  must  be  removed  the  moment 
that  it  reaches  a  certain  shade  of  brown.  These  cylindrical 
roasters  allow  only  a  minimum  amount  of  the  aroma  to  escape. 
After  being  cooled,  the  roasted  coffee  goes  into  a  packing  room, 
where  it  is  weighed  and  packed  in  cans  ready  to  be  boxed,  or 
crated,  for  shipment  to  the  trade. 

Roasted  coffee  easily  loses  its  strength  and  aroma.  To  pre- 
vent this  loss,  Imperial  Coffee  is  put  up  in  tin  cans  that  are  care- 
fully sealed.  These  packages  are  air-tight  and  moist-proof,  and 
are  made  square  and  with  screw  tops  to  secure  distinctiveness. 

These  facts  are  related,  because  they  should  be  incorpo- 
rated in  the  literature  of  the  company  in  detail  and  as  inter- 
estingly as  possible,  and  also  because  they  have  an  important 
bearing  on  the  selling  plan. 

113.  New  Trade  Channel. — As  this  company  is  one  of 
large  capital,  it  will  not  be  forced  to  cover  the  United  States 


98  MANAGEMENT  OF  §22 

by  cities  or  by  states,  but  it  may  begin  with  a  campaign 
covering  the  entire  country. 

While  coffees  are  sold  by  some  large  general  supply  houses 
direct  to  the  consumer,  it  is  obvious  that  this  company  should 
continue  to  have  its  products  go  through  the  hands  of  the 
retailer.  Instead  of  having  a  mere  executive  ofhce  in  New- 
York,  however,  it  is  planned  to  have  a  general  office  there,  to 
cut  out  the  broker,  and  to  organize  a  sales  force  to  deal  direct 
with  jobbers  and  retailers.  While  it  would  seem  to  be  a  shorter 
route  to  the  consumer  if  the  compam^  sold  direct  to  the  retailer, 
it  must  be  remembered  that  grocers  buy  regularly  from  cer- 
tain jobbers  or  wholesalers  and  are  predisposed  toward  buying 
from  these  concerns.  Furthermore,  the  jobbers  and  whole- 
salers, with  their  varied  lines  of  goods  to  sell,  can  afford  to  send 
salesmen  into  territory  where  the  salesmen  of  a  specialty  can- 
not afford  to  go.  Therefore,  while  the  Mexican-American 
Company  may  have  its  own  salesmen  to  cover  the  grocery 
trade  in  all  cities  and  towns  of  fair  size,  it  is  thought  best  to 
have  all  orders  supplied  through  jobbers— to  have  the  Mexican- 
American  Company  salesmen,  when  an  order  is  secured,  turn 
the  order  over  to  the  retailer's  jobber.  In  this  way,  the  com- 
pany, while  paying  a  jobber's  profit,  will  get  the  benefit  of  the 
jobber's  cooperation  and  the  assistance  of  his  salesmen. 

114.  Creating  tlie  Demand. — Assuming  that  the  prod- 
uct will  be  ready  for  sale  in  attractive  packages  when  adver- 
tising has  made  sales  possible,  and  that  a  sales  force  will  be 
ready  for  business,  the  important  question  is  how  to  create  a 
demand  for  Imperial  Coffee. 

Both  men  and  women  drink  coffee,  one  perhaps  as  much 
as  the  other,  but  the  man's  preference  in  the  case  of  an  article 
of  the  kind  is  often  the  deciding  factor.  Impress  a  man,  and 
he  will  likely  suggest  to  his  wife,  his  mother,  or  his  house- 
keeper that  she  try  some  of  the  coffee.  Therefore,  mediums 
reaching  both  men  and  women  may  be  used  to  advantage, 
though  the  campaign  should  be  directed  more  particularly  to 
women,  since  they  are  the  usual  purchasers  of  such  goods.  As 
persons  at  the  head  of  homes  are  more  likely  than  others  to 


§  22  GENERAL  CAMPAIGNS  09 

select  the  kind  of  coffee  they  drink,  publications  of  the  "family- 
circle"  kind  are  the  best  for  the  advertising.  The  coffee  is  not 
of  the  cheap  variety,  yet  it  is  not  too  costly  for  the  average 
family  to  buy ;  hence  magazines  reaching  the  great  middle  class 
may  be  used. 

The  following  list  is  made  up:  Eight-inch  advertisement  in 
Good  Housekeeping;  7-inch  advertisements  in  The  Delineator, 
Ladies  Home  Journal,  Woman's  Home  Companion,  Today's 
Magazine  for  Wmnen,  American;  7-inch  advertisements,  twice 
a  month,  in  Christian  Herald,  Collier's,  and  Literary  Digest. 

Probably  no  two  advertising  men  would  make  up  the  same 
list  for  a  campaign  of  this  kind.  The  truth  is  that  many  of 
the  general  magazines  are  read  by  much  the  same  class  of 
people,  and  unless  the  advertiser  has  money  enough  to  adver- 
tise in  all,  which  might  give  more  duplication  than  would  be 
desirable,  he  must  merely  make  a  selection,  using  those  that 
he  believes  reach  the  largest  number  of  possible  consumers 
at  the  lowest  rate.  That  a  magazine  is  not  in  the  list  of  mediums 
used  does  not  always  indicate  that  it  would  not  be  a  good 
medium  for  the  advertiser;  he  may  not  have  appropriation 
enough  to  use  all  promising  mediums.  Some  advertisers  alter- 
nate; that  is,  use  Mwtsey's  one  month,  McClure's  the  next, 
then  back  again  to  Mtmsey's,  and  so  on  through  many  of  the 
magazines,  in  this  way  reaching  a  more  varied  audience  than 
they  would  otherwise. 

Using  the  rates  in  force  at  the  time  of  the  publication  of  this 
Section,  the  space  in  the  foregoing  list  would  cost  approximately 
$4,500  per  month,  assuming  that  the  advertising  would  be 
continued  through  the  year,  and  that  the  advertising  agency 
retained  the  full  commission  allowed  by  the  publishers. 

115.  Selling  Plan. — Mere  advertising  would  be  a  long 
time  in  creating  a  universal  demand  for  Imperial  coffee.  People 
are  using  other  brands  with  more  or  less  satisfaction;  they 
know  nothing  of  the  new  brand  by  its  name,  and  the  adver- 
tiser will  have  to  take  the  initiative,  unless  he  is  prepared  to 
drive  ahead  with  big  advertisements  and  by  sheer  force  compel 
retailers  to  buy.     A  way  of  taking  the  initiative  would  be  to 


10(1  MANAGEMENT  OF  §22 

send  the  interested  consiimer  a  sample  quarter-pound  can,  and 
in  order  that  the  effect  of  this  sampHng  may  not  be  lost,  the 
sample  can  may  be  sent  on  condition  that  inquirers  will  give 
their  grocer's  name  and  address.  This  gives  the  advertiser 
opportunity  to  bring  pressure  to  bear  on  the  grocer.  He  may 
inform  the  grocer  that  one  of  his  customers  is  interested  in  the 
coffee  and  agree,  if  the  grocer  will  place  a  small  order,  to  give 
inquirers,  for  a  limited  time,  orders  on  him  for  a  free  pound 
can,  the  grocer  to  be  reimbursed  by  the  company  for  all  cans 
thus  given  out.  This  idea  is  good,  because  a  free  small  sample 
will  make  the  advertising  bring  more  inquirers,  and  the  free 
pound  cans  will  make  many  friends  for  the  coffee.  While  this 
method  costs  the  advertiser  something,  the  price  of  Ij  pounds 
of  the  coffee  amounts  to  little  if  a  regular  purchaser  is  gained. 
The  user  of  a  pound  will  surely  give  the  coffee  a  fair  trial;  the 
result  depends  only  on  the  merits  of  the  goods. 

If  the  trial  of  the  coffee  proves  satisfactory,  the  inquirer 
is  likely  to  specify  Imperial  when  more  coffee  is  needed,  and 
a  customer  has  thus  been  gained.  If  the  customer  asks  for 
the  Imperial  Coffee  and  is  satisfied  with  no  other,  the  grocer 
has  no  option  but  to  supply  the  demand  or  risk  losing  trade, 
and  if  the  grocer  asks  his  jobber  to  supply  Imperial  the  jobber 
will  lose  no  time  in  filling  the  order. 

116.  Style  of  Copy. — A  series  of  advertisements  should 
be  used  for  advertising  Imperial  Coffee.  Fig.  15  shows  a 
specimen  of  appropriate  copy.  This  is  one  of  a  series  of  8-inch 
magazine-column  advertisements.  Another  advertisement 
could  emphasize  the  feature  of  shipping  in  the  hull,  or  parch- 
ment, and  so  on.  A  neat  booklet,  giving  an  interesting  descrii)- 
tion  of  the  company's  coffee  lands,  particularly  of  its  high 
plateaus  where  Imperial  Coffee  grows,  the  methods  of  gathering 
and  preparing  for  shipment,  the  roasting  plant  and  processes, 
etc.,  would  supplement  the  magazine  advertising  strongly. 
A  color  cut  could  be  used,  showing  a  coffee  tree  well  laden  with 
the  ripe  coffee  berries.  This  booklet  should  be  sent  to  each 
inquirer.  One  or  two  coffee  beans  enclosed  in  the  original 
hull,  or  parchment,  would,  if  sent  along  with  the  booklet,  i^vove 


§22 


GENERAL  CAMPAIGNS 


101 


Coffee 
Fit  for 


a  King 


FULL  POUND 
HIGHEST  GRADE     ^ 
The      best/-.        "HIGt^tANDJOFTEEJ 

coffee   grows  V'      ""'<:«,  A>,Ej.™corraCa 
on    the    pla- 
teaus of    the 
coffee    lands. 

Most  coffees  are  from  low-land  trees 
and  are  of  only  medium  grade. 
Hitherto,  the  high-land  coffees  have 
been  held  for  special  trade.  The 
maturing  of  our  extensive  mountain 
crops  enables  us  to  offer  Imperial 
Coffee,  a  high-grade,  high-land  coffee, 
at  a  price  just  a  little  higher  than 
that  of  ordinary  coffee. 

IMPERIAL 

"Costs  a  Little  More 
But  It's  Better" 

Makes  rich,  brown,  fragrant,  cofiFee  lack- 
ing in  bitterness  and  has  a  delicate  flavor 
all  its  own.  Goes  farther  than  ordinary 
coffees.  Economical  in  the  end.  Shipped 
from  the  plantations  in  the  hull,  so  that 
no  odors  may  be  absorbed.  Roasted  in 
our  own  roasting  plant,  under  expert 
supervision  and  by  a  process  that  keeps 
the  aroma  in  the  berry.  Packed  only  in 
1-pound,  air-tight,  square,  screw-top,  tin 
cans.    Price,  45  cents.    Accept  no. substitute. 

Sample  Can  Free 

We  want  you  to  try  Imperial  CofiFee. 
Send  us  your  name,  address,  and  the 
name  and  address  of  your  grocer,  and 
receive  free  sample  can,  interesting  coffee 
booklet,  and  specimen  bean  in  original  hull 

Mexican-American  Coffee  Co. 

2018  Third  Avenue,  New  York,  N.  Y. 


Fig.  lo 
Reduced  from  8  inches,  single  column 


educational,  and  increase 
interest  in  Imperial  Cofifee. 
This  history  of  Imperial, 
from  the  time  it  is  gathered 
from  the  mountain  coffee 
trees  by  the  native  pickers 
to  the  delivery  to  the  con- 
sumer, can  be  made  as  in- 
teresting as  a  magazine 
article. 

117.  It  is  not  neces- 
sary that  all  the  sales  work 
among  grocers  be  carried  on 
by  the  company's  special 
salesmen  or  by  the  jobber's 
salesmen.  In  addition  to  a 
sales  force  sufficient  to  cover 
the  jobbers  and  the  prin- 
cipal grocers  of  the  larger 
towns  and  cities,  and  the 
regular  salesmen  of  the  job- 
bers, the  sales  of  Imperial 
should  be  helped  by  a  good 
correspondence  department 
in  charge  of  an  expert  corre- 
spondent .  This  depart- 
ment should  follow  up  the 
advertising  vigorously  with 
form  letters  and  special  let- 
ters to  grocers  and  jobbers, 
and  make  use  of  good  fold- 
ers and  cards. 
,  Good  window  cards  and 
store  signs  should  be  made 
up  for  the  grocers.  Some 
competent  demonstrators 
should  be  engaged  to   go 


206B— 24 


102  MANAGEMENT  OF  CAMPAIGNS  §  22 

from  city  to  city,  demonstrating  Imperial;  and  arrangements 
should  be  made  with  large  grocers  of  each  city  to  give  space 
for  a  day  for  the  demonstrator  to  make  and  serve  Imperial 
CoflEee  free  to  his  customers  as  they  come  in,  all  sales  made  by 
the  demonstrator  to  be  credited  to  the  retailer,  of  course.  A 
clever  demonstrator  can,  without  undue  insisting,  sell  many 
pounds  of  coffee  in  a  day.  Reading  notices  in  local  newspapers 
help  these  demonstrations,  reaching  many  persons  that  do  not 
see  the  magazine  advertisements. 

Such  a  plan  as  this  would  probably  have  to  be  changed  in 
some  of  its  details  as  it  is  put  into  effect.  When  the  coffee 
is  well  established  in  a  city,  it  would  be  well  to  stop  giving  away 
samples.  In  time,  the  trade  of  the  advertiser  might  be  such 
as  to  enable  him  to  "eliminate  the  jobber"  and  to  deal  direct 
with  the  retailer  by  correspondence  and  through  occasional 
visits  of  salesmen,  for,  when  demand  has  been  created,  continued 
good  advertising  will  keep  up  trade. 


INDEX 


Note. — In  this  volume,  each  Section  is  conii)lcte  in  itself  and  has  a  number.  This 
number  is  printed  at  the  top  of  every  page  of  the  Section  in  the  headline  opposite  the 
paj-e  numl)er,  and  to  distinguish  the  Section  number  from  the  page  number,  the  Section 
number  is  preceded  by  a  section  mark  (§).  In  order  to  find  a  reference,  glance  along  the 
inside  edges  of  the  headlines  until  the  desired  Section  number  is  found,  then  along  the 
page  numbers  of  that  Section  until  the  desired  page  is  found.  Thus,  to  find  the  reference 
"Advertising  appropriation,  §22,  p3,"  turn  to  the  Section  marked  §22,  then  to  page  3  of 
that  Section. 

A  Analysis,  Application  of,  §22,  pS  . 

for   determining  appropriation,    §22,   p4 
narrows  field,   §22,   p23 
of  article,   §21,   p2 
Antique  paper,   §18,  p46 
Appeal,   Lifetime  of,   §16,  p36 
Appropriation,     Analysis     for     determining, 
§22,  p4 
Bringing  expenditures  within,   §16,  p43 
Arguments,    Basis    for,    §22,    p33 
Art  and   typographical   treatment,   §16,   p61 
Article,    Influence    of,    on    circular    matter, 
§18,  p5 
Name  of,   §21,   p22 
Atlantic    Monthly    campaign    through    direct 

advertising,  §20,   p53 
Attention  value,   §16,  p2 


Addressograph     campaign     through     direct 

advertising,   §20,  p59 
Admonition,    Place   of,    in    circular    matter, 

§19,   p34 
Advertised   gOods   benefit   the   retailer,    §21, 

p6 
Advertiser  linked  to  seller,   §22,  pl5 

must   prove   advertising,    §22,   pl7 

should   help  jobber,   §22,  p7 
Advertising   appropriation,    §22,    p3 

campaign.  Methods  of  handling,   §22,  pi 

concerned    with    all    features    of    business, 
§22,  p26 

copy.  Form  of,  §21,  p8 

Direct,  §22,  pl3 

Families   accessible    to,    §22,    p23 

manager  'and   employer,    ^22,    p31 

manager   and   the   agency,    §22,    p2 

manager.    Conditions    to    be    met    by,    §22, 
p24 

manager   of   firm    handling   publicity,    §22, 
p3 

manager's   problem  difficult,   §22,   p34 

matters.  Miscellaneous,    §22,   p26 

Methods  of,  §22,  pll 

Seasonable,   §2?,  p21 

special   selling  agencies,   §22,  p22 

through  agencies.  Placing,  §22,  pi 

to  consumer.  Advantage  of,  §21,  pl8 

value  of  letters,  §22,  p26 
Agencies  and   managers,  §22,  pi 

Exclusive,  §21,  p22 

Functions  of,   §22,  p2 

Placing  advertising  through,    §22,   pi 
Agency  and  advertising  manager,  §22,  p2 

The  exclusive,  §22,  p8 

I  L  T  102C— 29 


B 

Balance-sheet  arguments,    §22,   p33 

Banks,    Use    of    direct    advertising    by,    §20, 
p37 

Bindings  of  catalogs  and  booklets,   §18,  plO 

Blotters,     Use     of,     in     direct     advertising, 
§20,   pll 

Body  matter,  IIow  to  arrange,  §18,  p65 
pages.   Borders   for,   §18,   p62 
pages.    Circular    matter,    §18,    p5S 
pages.    Headings   for,    §18,   p63 
pages.  Leading  of,   §18,  p55 
pages.   Margins   for,   §18,   p59 
pages.  Sizes  of  type  for,  §18,  p55 
pages.  Use  of  subheads  on,  §18,  p64 

Bold-faced    type.    Use   of,    in    circular    mat- 
ter, §18,  p69 

Booklets,  Definition  of,  §18,  p2 
Use  of,  in  direct  advertising,  §20,  pl8 


11 


INDEX 


Borders  for  circular  matter,  §18,  i>53 
Broadsides,    Use    of,    in    direct    advertising, 

§20,  p23 
Buyer  to  be  considered,   %22,  p28 
Buyers,   Counting  possible,   §22,   p22 


Campaign,   Beginning  the,  ^22,  pi 

Methods  of  handling  advertising,   §22,  pi 

Value  of  experimental,  %22,  p30 
Campaigns    in    direct    advertising.    Typical, 

§20,   p51 
Catalog  layouts,   §19,  pl2 

matter.    Determining    character    and    posi- 
tion of,   §19,  p31 
Catalogs,     booklets,     and     folders.     General 
])]an    of,    §19,    1)1 

Definition   of,    §18,   p2 

of  luxuries,   §19,  p31 
,  of  staple  goods,  §19,  p29 

Use  of,  in  direct  advertising,   §20,   pl4 
Channels,  Selling  through  two,  ^22,  p7 
Chart,   Purpose  of,   §21,   pl3 
Circular  matter.   Classification   of,   §18,  p2 

matter    influenced    by    method    of    selling, 
§18,  p4 

matter,   Number  of  pages  for,   §18,  plO 

matter.    Planning,   §18,   p3 

matter,  Size  of,  §13,  p7 
Circularizing  dealers'   customers,   ^22,  p20 
Circulars  for   hand  distribution,   §18,  p6 

Use  of,  by  retailers  and  jobbers,  §18,  p5 

Use  of,  in  direct  advertising,  §20,  pl4 
Circulation,    Distribution    of,    §16,    pl3 

statement    of   large   daily    newspaper,    §16, 
pl9 

statement  of  national  weekly,  §16,  i)12 

Table  of,  for  various  publications,  §16,  p2() 
Classification   of  mediums,   §16,   pll 
Clock  campaign,  §22,  p44 
Cloth  covers,  §18,  p33 
Cold  colors,   §18,  p24 
Colgate  toilet-soap  campaign.   ^22,  p76 
Color  design,  Ivffect  of  subject  on,  §18,  pJ8 

harmony,    §18,  p20 

schemes  for  inside  pages  for  circular  mat- 
ter,  §18,  p84 
Colors,   Balancing,    §18,   p27 

Cold,    §18,   p24 

Contrasting,   §18.  p26 

Harmonizing,  §18,  p25 

Methods    of    combining,    §18,    p25 

Related  and  contrasted,   §18,  p21 

Warm,   §18,  p24 
Competition,       Inventory       of       competitive 
trailc marks.   §21,  p32 


Concentration,   §16,   p7 

Conditions    an    advertising    manager    must 

meet,  §22,  p24 
Confidence,   Reader,   §16,   p4 
Consignment,   Selling  on,   §22,  p21 
Consumer,    Advertising    an    advantage    to, 
§21,  pl8 

orders  taken  by  salesmen,   §22,  p22 
Contracts,  Usual  forms  of,  §16,  p81 
Contrasting  colors,  §18,  p26 
Cooperating  with  dealers,   %22,  pl9 
Copy,  Arranging  circular-matter,  for  print- 
er,  §19.   p41 

for     circular     matter,     amount     required, 
§19,  p21 

for  circular  matter.  Essentials  of.  §19,  p36 

for  circular   matter.    Estimating,   §19,  p4 

for  circular   matter.   Writing  of,   §19,   p21 

suitability.   §16.  p47 
Correlation.   Methods   of  securing,    §16,   p54 

Practical   example  of,   §16,   p57 
Cover   designs,    Advertising   value    of,    §18, 
p37 

designs.   Drawn,   §18,  p34 

designs.   Illustrated,   §18,   p35 

designs.    Instruction    of    artist    for,    §18, 
p36 

designs.    Relation    of   subject   to,    §18,    p34 

designs.   Type,    §18,   p34 

paper.  Antique-finish   smooth,   §18,   pjl 

paper.   Crash-finish.    §18.   i)31 

paper.  Dull-coated.  §18,  p31 

paper,   Enameled.   §18.  p30 

-pajier  finishes.  §18.  p29 

paper.    Hand-made   finish,    §18,   p32 

paper.   Imitation-leather,   §18,  p33 

paper.  Linen-finish,  §18,  p32 

paper.    Onyx,    §18,    p32 

paper,    Plate-finish,   §18,   p32 

papers.   §18,  p29 

stock.    Effect   of,   on   colors,    §18.    p40 

stock.    Printing    and    embossing    on    dark, 
§18.   p41 

stock,   "Tipping   on"    on   dark.    §18,    p41 

stock.  Use  of  tints  on  dark.  §18.  p41 
Covering     of     territory,     Thoroughness     of. 

§16.   p3S 
Covers.   §18,  p28 

Cloth.   §18,  p33 

Two-color.   §18,  p40 
Crash-linish   paper,   §18,   p47 
Customers,  Circularizing  dealer's.  §22,  p20 

D 

Data.   File   of  material    for.   §19,   p25 

for  circular  matter.   Methods  of  securing, 
§19.  p21 


INDEX 


111 


Dealer    work.    Direct    advertising    used    for, 

§20,  1.34 
Dealers   and    salesmen,    (letting   interest    of, 
§-'2.  |.16 
Cooperating  with,    §22,   pl9 
Incfuiries   referred   to,   %22,  ii20 
Need  of  interesting,   §22,   pl8 
Relations  with,    ^22,  p6 
Service  to,  §22,  pl9 
Dealers'    aids,    Imprinting,    §20.    p46 
Dealing  direct  with  retailer,   §22,  p8 
Deckle-edged   papers,   §18,  p49 
Delusions  to  be  met,  Common,   %22,  p32 
Denionstrations  and  sampling,   §22,  pl3 
Direct  advertising,  §22,  pl3 
advertising,    Advantages    of,    §20,    pi 
advertising     alone     may     produce     actual 

business,   §20,   i)32 
advertising  appeals,   Channels  for,  §20,  p3 
advertising    applied    to    specific    problems, 

§20.    p30 
advertising.   Banks'   use  of,   §20,  ])37 
advertising   for   dealer   work,    §20,   p34 
advertising  in  general  campaign.  §20,  p3 
advertising.    Means    of,    §20,    p4 
advertising.     Mechanical    details    of,     §20, 

p39 
advertising.   Not  all,  by  mail,   §20,  p2 
advertising  paves  the   way   for   salesmen, 

§20.   p31 
advertising.  Purpose  and  methods  of,  §20, 

Pl 
advertising,    Retailer's    use    of,    §20,    p36 
advertising,     Typical     campaigns    in,     §20, 

p51 
advertising.  Use  of,  by  manufacturer,  §20, 

p38 
advertising.  Wholesaler's  use  of,   §20,  p35 
-mail    advertising,    §16,    p21 
-mail   circulars,   Size   of,    §18,   i)9 
-mail   service,    §16,   p75 
Directories,  registers,  etc.,  §16,  p22 
Directors,   Convincing,   §22,  p31 
Discounts  and   special   rates,   §16,   p84 
Display-material  service,  §16,  p77 
Distribution,   §21.   pi 3 
General   advertisers'   methods  of,   §21,  pl4 
Methods  of,  §21,  pl8 
of  goods.   Methods   of,   §22,   p6 
Drawn  cover  designs,   §18,   p34 
Dull-coated  book  paper,  Use  of,  §18,  p45 
Dummy,   Making  the,   §19,   plO 
Dynamite  campaign,   §22,  p58 

E 

Elasticity  of  mediums,  §16,  p34 
Electro  service,   §16,  p77 


Kmbossing  cover  derigns.   §18,   p35 
Employers,    Relation    of    advertising    man- 
ager to,  §22,  p31 
ICnameled  book  paper,   §18,   p44 

cover  i)apcr,    §18,   p30 
Envelope   enclosures.    Use   of,   in   direct   ad- 
vertising,  §20,   p25 
Estimating  copy  for  circular  matter,  §19,  p4 

copy   for  illustrated   pages,  §19,   plO 
Expenditures  for  advertising,   §16,   p23 
in     various      mediums.      Estimated,      §16, 
pp24,    25 
Experimental  campaign,   §22,   p30 
Extracts  and  indorsements,   §18,  p68 

P 

Families  accessible  to  advertising,   §22,  p23 
Field   narrowed  by  analysis,   §22,  i>2i 

Study   of,    §21,   p2 
Flexibility,    §16,    p35 

Folders  and  envelope  slips  in  follow-up,  §20, 
p33 

Definition  of,  §18,  p2 

Extra  colors  for,  §19,  pl6 

General  plan  of,   §19,  pl4 

Sizes  of.  §19,  pl4 

Use  of,   in  direct  advertising,    §20,   p20 

Use  of,  with  follow-up  letters,  §18,  p5 
Follow-up  system,   Exj.ense  of,   §20,   plO 

-up  system.  Number  of  letters  in  a,   §20, 
V7 

-up  system.  Planning  a,  §20,  p9 

-up  system,  time  between  letters,  §20,  pll 
Form  letters.  Cost  of,  §20,  p7 

letters,  Use  of,  in  direct  advertising,  §20, 
1'4 
Functions  of  an  advertising  agency,  §22,  p2 

of  mediums,  §16,  p7 


General  advertiser,   §21,  pll 

campaigns,  §21,  pi 

campaigns.   Preliminary   considerations  of, 
§21,   p2 

campaigns.   What  is  meant  by,   §21,   pll 
Good  faith,  Importance  of,  §21,  p7 
Goods,  Method  of  distribution  of,  §22,  p6 

sold  on  consignment,  §22,  p21 

H 

Habit  and  suggestion,   §22,  p28 

Hand-made  or  ripple-finish  paper,  §18,  p47 

House   organs,    Use   of,    in    dirrct    advertis- 
ing,   §20.   p29 
-to-house   distribution    of   samples   a    form 
of  direct  advertising,   §20,   p38 

Hues,  §18,  p22 


IV 


INDEX 


Illustrations  for  circular  matter,  §18,  pl3 
for  folders,  Special,  §19,  pl6 
for  inside  pages,   §18,   p74 
Imperial  coffee  campaign,  §22,  p9-4 
Impression,   Continuity   of,    §16,  p34 

Effectiveness  of,  §16,  p33 
Imprint    and    address    in    circular    matter, 

§18,  p53 
Index    and    table    of    contents    for    circular 

matter,   §18,  p54 
Indexing  and  putting  in  page  numbers,  §19, 

p48 
Indirect  advertising,   §16,  p73 
Inducements,    Offering,    §2J,    p30 
Initials,  Use  of,  in  circular  matter,  §18,  p69 
Inquiries  to  dealers.   Referring,   §22,   p20 
Insertions,    Frequency    of,    §16,    p63 
Inside  pages  of  catalogs,  booklets,  etc.,  §18, 
p42 
pages,  Typograiihy  of,  §18,  pSO 
Interest,  Reader,  §16,  p3 
Interesting  dealers   and   salesmen,    §22,   pl6 

dealers  in   plan,   §22,   pl8 
International     Silver     Company     campaign, 

§22,   p8S 
Investment  required.  Consideration  of,   §21, 
p4 

J 
Japan-finish   paper,   §18,   p48 
Jobber  helped  by  advertiser,  §22,  p7 
is   a  detriment.   Where,    §21,   p20 
Office  of,  §21,  pl9 
Jobbers   and   sellers.   Study   of,   §22,   p29 
Partial   use   of,   §21,   p20 

K 

Kayser   Glove  campaign,   §22,  p67 

li 

Laying  out  the  job,  §19,  plO 
Layouts  for  catalogs,   §19,  pl2 

for  folders,   §19,  pl8 
Letters,   Advertising  value  of,  §22,  p26 

Business,  §22,  p26 
Linen-finish  paper,  §18,  p47 
Linking  advertiser  to  seller,  §22,  pl5 
Luxuries,  Catalogs  of,  §19,  p31 

M 

Magazines  and  periodicals,  List  of,  §16,  pl4 

Use  of,   §22,  pl2 
Mailing  cards,  Use  of,  in  direct  advertising, 
§20,   p23 
lists  in  direct  advertising,  §20,   p39 
lists.  Sources  of,  §20,  p39 
lists,    value    of.    How    to    determine,    §20, 
p41 


Maintenance  of  price,  §22,  p9 
Managers  and  agencies,  §22,  pi 
Manufacturers,   Retailing  by,   §21,  p21 
Manufacturer's   selling  conditions,    %22,   p9 

service   to    retailers,    §21,    p6 

use  of  direct  advertising,   §20,  p38 
Marketing    and    selling    related    to    general 
campaigns,   §21,   pi 

I)lan,    Review  and   test   of,    §21,   p9 

plans.  The,  §21,  p3 
Mechanical  possibilities,   §16,  p35  • 

Mediums,  Art  of  choosing,  §22,  p24 

Classification   of,    §16,   pll 

Contract  relationships  with,  §16,  p81 

Definition   of,    §16,    pi 

Determining"    efficient    units    of    use    in, 
§16,  p37 

Direct  cooperation  of,   §16,  p77 

Elimination  of,   §16,  p43 

Essentials  of,   §16,   p2 

Functions   of,   §16,   p7 

primary.  Utilization   of,   §16,  p37 

Rating  of  possible,   §16,   p36 

Relative  importance  of,   §16,  p36 

secondary.   Utilization  of,   §16,  p40 

Selecting,   §22,  p22 

Supplemental  use  of,   §16,  p73 

Use  of,  §16,  p47 
Metallic  colors,  §18,  p2S 
Methods    of    advertising.    Applications    of, 

§22,  pll 
Middle-man,  The,  §21,  pl9 
Motion-picture  advertising,  §16,  p22 


Name    of    article,    Importance    of    suitable, 
§21,  p22 
should    suggest    quality    and    utility,    §21, 

p23 
Sound  of,  §21,  p22 
Newspapers,  Use  of,  §22,  pl2 
Novelties,   Direct-advertising,   §20,  p28 
specialties,   premiums,  etc.,    §16,  p22 


Official  proofs.  Correction  of,  §19,  p48 

Onyx  paper,  §18,  p48 

Order  blanks,  §20,  p46 

Orders  taken  by  salesmen.   Consumer,   §22, 

p22 
Outdoor  advertising,  §16,  p21 

advertising.    Use   of,    §22,   pl3 
Overrun  pages.  Cutting  down,   §19,  p43 


Package,  Advertising  value  of  the,  §21,  p24 
influences  dealer.  Attractive,   §21,  p25 


INDEX 


Packages,    Experiences   with   good   and   bad, 

§21.  p24 
Page   arrangement    in   circular    matter,    §18, 
p74 
layouts,  Making,  §19,  pll 
Paper,  book,  Sizes  and  weights  of,  §18,  p43 
finishes,  §18,  p43 

Use  of  tints   and  colors,   §18,   p45 
Patent  office.  Requirements  of,   §21,  p33 
Paving   way    for    salesmen    by    direct   adver- 
tising,  §20,  p31 
People,  Study  of.  §21,  p3 
Placing  advertising  through   agencies,    §22, 

pl 
Plate-finish  paper,  §18,  p47 
Portfolios,    Use    of,    in    direct    advertising, 

§20,  p29 
Position,    §16.   p63 

Postage  for  follow-up  matter,  §20,  p33 
Postal    information.    §20,    p46 
Poster  stamps.  Use  of,  §20,  p29 
Price  maintenance,  §22,  p9 
Prices,   §22,  p9 
Primary  colors.   §18,   p21 

mediums,   Utilization   of,    §16,   p37 
Printed  matter,   Care  in   selecting,   %22.   p27 
Printer,      Arranging     circular-matter      copy 

for,   §19,  p41 
Profits   must   be   demonstrated.    §22,   p32 
Programs,  time   tables,  etc.,    §16,   p22 
Proof   corrections    on    circular    matter,    §19, 
p43 

dummy,  Making  up,  §19,  p43 
Publications,    Attitude   of,    §21,   p9 

Character  and  standing  of,  §22,  p25 

Q, 

Quality  of  product  must  be  maintained,  §21, 
pS 
of  product.  Necessity  of,   §21.  p4 

R 

Rate  cards,  §16,  p89 

Rates,    Table    of    relative   basic,    for   differ- 
ent   kinds    of    publications,    §16,    p90 
Reader  confidence,   §16,  p4 

interest,    §16,   p3 
Referring   inquiries   to   dealers,    §22,    p20 
Registration  of  trade-marks.  Importance  of, 

§21,  p35 
Restricted   selling.   §22,  plO 
Results,   Production   of,   §16,   plO 
Retailer  and  trade-marked  goods,  §21,  p29 
Direct  dealing  with,   §22,   p8 
Use  of  direct  advertising  by,   §20,   p36 
Retailing  by  manufacturers,  §21,  p21 


Return  post  cards.  Use  of,  in  direct  ad- 
vertising,   S20,    p43 

Rubber-heel  campaign  carried  on  by  direct 
advertising,   §20,  p51 

S 
Sales   letterheads.    Use   of,   in   direct  adver- 
tising,  §20,  1)25  I 
Salesmen   and    dealers,    Getting    interest    of, 
§22,  pl6 
to  take  consumer  orders,    ^22,   p22 
Salesmen's-helps    service,    §16,    p75 
Sampling  and  demonstration,   §22,  pl3 
and  selling,  ^22,  pl4 
Clasfcs  of   goods  adapted  to,    ^22,  pl4 
in  direct  advertising,   §20,   p30 
Seasonable   advertising,    §22,   p21 
Seasonableness,   §16,   p67 
Secondary  color,   §18,   p22 

mediums.   Utilization   of,   §16,   p40 
Selecting  mediums,   %22,  p22 
Selection  of  mediums,   Analysis   of   require- 
ments in,   §16,   p31 
of  mediums,   Basic  principles  of,   §16,  p23 
of    mediums,    Methods    employed    in,    §16, 
p30 
Seller  linked  to  advertiser,   §22,  plS 
Sellers  and  jobbers.   Study   of,   §22,   p29 
Selling    agencies.    Advertising    special,    §22, 
p22 
and  sampling,  §22,  pl4 
conditions,    Modern    manufacturers',    §22, 

p9 
method,   Influence   of,   on   circular   matter, 

§18,  p4 
Restricted,   §22,  plO 
through  two  channels,  %22,  p7 
Service   to   dealers,    §22,   pl9 
Shades  and  dark  colors,   §18,  p22 
Short  rating,   §16,  p82 
Solid  backgrounds.  Use  of,   §18,   p34 
Space,   §16,   p62 
Special   pages.   Use   of,   §18,   p77 

rates  and  discounts,  §16,  p84 
Specialties,  Selling  of,  §21,  p21 
Specialty-oil      direct-advertising      campaign, 

§20,  p63 
Staple   goods.   Catalogs  of,   §19,   p29 
Street-car   advertising,    §16,   p21 
Store  and  window  displays,   §16,  p21 
Subheads    for   circular    matter,    §18,    p52 
Subjects,  Logical  treatment  of,   §19,  p29 
Suggestion   and   habit,   §22,   p28 
Supercalendered   paper,    §18,   p43 
Supplemental    publicity.    Direct    advertising 
used  for,  §20,  p30 
use  of  mediums,  §16,  p73 


INDEX 


Technical  descriptions,   Procuring,   §19,  p28 

Testimonials,    Use    of,    in    circular    matter, 
§19,   p37 

Tests  of  mediums,   §16,   p27 

Timeliness,   §16,   p68 

Tints  and  light  colors,  §18,  p23 

Title  pages,   §18,   p50 
pages.    Drawn,   §18,   p53 

Trade-channel   chart,    §21,   pl6 
channels,   §21,  pl5 
channels   and   conditions,    §22,    p6 
channels,  Choosing,   §21,  p21 
channels.  Manufacturer  to  consumer,  §21, 

pl5 
-mark  appeal   to  consumer,    §21,   p29 
-mark,    Constructive    and    protective    force 

of,   §21,  p32 
-mark.   Creation   of,    §21,   p30 
-mark.   Forcing  use   of,   not  best,   §21,  p30 
-mark  must  be  simple  and  individual,  §21, 

p32 
-mark    prevents    substitution,    §21,    p28 
-mark  service  to  public,   §21,  p32 
-mark  should  be  utilized,  §21,  p31 
-rflark  should   be.   Wha*.   ihc,   ■■21,  p32 
-mark.  The  ideal,   §21,  p28 
-marked  goods  and  retailer,   §21,  p29 
-marks,    §21,    i)26 

-marks.   Advantages   and    use   of,    §21,   p2f) 
-marks,    Clean    hands    in    connection    with, 
•     §21,  p33 


Trade-marks,    Experienced    advice    on,    de- 
sirable,  §21,  p34 
■marks.    Importance    of    registering,    §21, 

p35 
-marks.  Inventory  of  competitive.  §21,  p32 
-marks,    'Patent-Office     requirements     for, 

§21,  p33 
-marks.    Preparedness   in   connection   with, 

§21,    p35 
-marks  should   refer  to  goods,   §21,  ]^27 
Type  cover  designs,  §18,  p34 
Typographical   treatment,   §16.   p61 
Typography   for  circular   matter,   §18,   p50 

V 

Unadvertised   goods.   Consideration    of,    §21, 

p5 
L'nsuspected    elements,    ^22,   p30 


Vellum-finish  paper,   §18,   p48 

W 

Warm  colors,  §18,  p24 

Warming-pad  campaign  through  direct  ad- 
vertising,  §20,  p57 

Waste,  Avoidance  of,  §16.  i)9 

Wells-Fargo  and  Company  Express  pro- 
ducer-to-consumer campaign,   §22,  p36 

Wholesaler.  Use  of  direct  advertising  by, 
§20,  p35 


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